PAS Group CEO Eric Morris on the launch of first Replay store in Aus


t from Australia to Europe backs it up.

PAS Group signed an distinctive agreement with Replay operator Vogue Box Group to launch the brand name in Australia and New Zealand very last August. And the comfort variable is just one of the reasons Morris produced the deal. 

Yet another is the brand’s sturdy track document of sustainable production, which he believes will resonate with neighborhood shoppers. Replay was an early adopter of natural pigments, recycled fabrics, and water-preserving approaches.

“Ninety-5 per cent of the product or service vary is sustainable. There is not lots of models which truly can say that,” Morris claimed. “The combine when you appear at that factor with the precise Italian model, it’s just phenomenal.”

PAS Group has now launched regional promoting strategies emphasising the brand’s environmental qualifications, with messages like: sustainability in no way seemed so good. 

This is in addition to the advertising that Replay does globally, these types of as sponsoring the All Blacks and important soccer clubs, like Paris Saint-Germain, Ajax and Atalanta, and signing the likes of Neymar Neymar Jr and Usain Bolt as ambassadors. 

“They’re genuinely doing a great deal from a advertising and marketing standpoint,” Morris reported, noting that Replay is also sponsoring the Monte Carlo Masters tennis match this 12 months. 

“They’re carrying out upcoming collaborations with new music artists. We’re conversing about major names listed here as very well,” he said.

New brand names, new merchants

The Chadstone retail outlet is just the beginning of Replay’s community growth. PAS Group is in the final stages of securing a site for the to start with retail store in New Zealand, and actively wanting for shop spots in Sydney. 

It has also signed a offer with David Jones to offer Replay denims in five shops on a wholesale basis, with designs to expand that to 10 suppliers up coming year, and launched a regional e-commerce web page.

And Replay is just the initially of lots of new brand names that PAS Team expects to start in Australia and New Zealand, pursuing the appointment of previous Tigerlily and Crumpler CEO Adam Wilkinson as head of new business previous calendar year.

The development mandate comes right from PAS Team proprietor Larry Kestelman, who obtained the business out of administration through his private fairness arm Queens Lane Capital in 2020. 

“With Larry, it is all about expansion, constant expansion. And I feel that’s what you want in this working day and age,” Morris explained. “You’ve got to continue to keep relocating ahead. New makes, new shops, new options, new licences. It’s happening all the time.”

PAS Team at this time has a portfolio of more than 15 brands, like Overview, Yarra Trail, Marco Polo, Black Pepper, Breakaway, Everlast, Lonsdale and Bluey, which it sells through its possess retailers and wholesale companions, such as Kmart, Rebel and David Jones.


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