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Replay sets its sights on China

Premium denim brand Replay will open 150 monobrand stores in China over the next five years as part of ambitious international expansion plans.

The brand will initially focus on Tier 1 cities in the country, before widening its focus and moving into Tier 2.

Replay entered the Brazilian market in April this year, opening a 4,700 sq ft flagship that includes a store and showroom. The store was designed by architect Studio 10 and key features include a green waterfall as customers enter and a 5 metre denim wall.

Replay is part of the Fashion Box group, which also controls Replay & Sons and We Are Replay.

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