Replay has appointed Colin Naylor from Diesel as country manager of Replay from early November.
Colin Naylor was previously head of sales at Diesel and has more than 10 years experience of the premium wholesale fashion market.
Naylor will take over all of the responsibilities of Terry Bates, the former UK commercial director of Replay, who left the business in July.
Replay is part of the Fashion Box group.
Fashion Box chief executive Gaetano Sallorenzo said: "The appointment of Colin Naylor is key to spearheading a new more focused strategy aimed at consolidating our presence, refining our distribution, and affirming our leadership as both a premium denim and lifestyle brand in one of our most important markets."
Replay has sales of €340 million (£264.1m) worldwide. It is sold in 50 global markets across 6,000 stockists. It also has 200 mono brand Replay stores.