Tradition and Modernity - REPLAY doubles in Berlin

On 19 July 2008, Replay opened its new flagship store in a listed property, the former Gloria cinema on Berlin’s Kurfürstendamm 12. The opening event commenced under the motto “All in one, but like no one” on 18 July. Amongst actors including Max von Thun, Jana Pallaske, Lavinia Wilson and Anna Maria Mühe were at the opening.

This makes the store, besides the store in Berlin Mitte, the Italian fashion label’s second in Berlin. The company decided to accentuate the historic verve of the building. Materials, colours and architectural features were kept and mingled with elements from various thematic directions. Hereby, the roots and the style of the Fashion Box Group were retained while at the same time the international, nomadic style and the brand's key features, are demonstrated.

The flagship store is the second store in Europe to be realized using the new Replay store concept design – a particularly important opening for the company. An architectural paradox with the effect of a surprise. The store emits the brand's own authentic and contemporary style and offers the usual innovative products with a strong sense of craftsmanship and great love of detail.

Gaetano Sallorenzo, CEO of Fashion Box Group: “We are very excited about this new Replay opening. 2008 has turned out to be a very important year for the company. Our strategy focuses on reinforcing the worldwide presence of Replay and to demonstrate the values, energy and characteristic passion of the brand. Our goal, besides strengthening the markets we are already involved in, is to extend our new business to undiscovered grounds and to constantly improve by continuing to nurture our innovation and creativity.”

The store on the Kurfürstendamm sports all collections of Replay, Replay Accessories, Replay Footwear and We are Replay.