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Naylor returns to lift Diesel wholesale

Colin Naylor, the UK country manager of denim brand Replay, has left to return to Diesel, the Italian young fashion brand he left two years ago.

Naylor initially joined Diesel in March 2005 as wholesale director of accessories and left the brand in 2008 to join Replay UK following the departure of Terry Bates.

Naylor is to return to the Diesel fold this April as commercial director of wholesale, a new role created by Diesel UK managing director Jonny Hewlett.

Hewlett has created the role, and hired Naylor to give the trade a key contact for the wholesale side of the business, boost sell-through of product and improve relationships with stockists.

Hewlett said: “We hope to gain a greater focus for our customers - predominantly our big customers - that require more sophistication. It’s a new role and is looking at moving away from the traditional focus on the selling-in of product

to a much broader understanding of our customer. We are putting plans in place to ensure our customers’ sell-through [product] rather than we try to sell-in as much as possible.”

He added: “The wholesale business is fundamental and there is a dramatically changing fashion retail landscape. This is a diligent move to be proactive about that.”

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