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Replay enlists UK boss to oversee expansion

Replay has appointed Wrangler UK and Republic of Ireland commercial director Jason Eames-Illingworth as country manager to drive the denim brand’s growth plans, which include the launch of a premium womenswear range and the revamp of its UK stores.

Eames-Illingworth, who was at Wrangler for more than two years, will take up the role in August.

Reporting to Maria Teresa Grassi, international sales director for Italian parent company Fashion Box, Eames-Illingworth will be responsible for retail and wholesale operations in the UK.

He replaces Colin Naylor, who left Replay in February to return to young fashion brand Diesel as commercial director of wholesale.

Eames-Illingworth will help to drive through strategy changes at Replay, including the launch of premium womenswear range White Seal for spring 11. The range, which will launch globally, features 70 pieces including jeans, trousers, denim skirts, jackets and tops. Jeans will wholesale at £106 compared to £40 to £48 in the mainline.

The launch of White Seal follows the debut of men’s premium denim collection Red Seal for autumn 10.

Replay will also revamp its six UK stores, which include sites in Edinburgh, London and Leeds, in the second half of 2010. The stores will feature innovative visual merchandising including vertical “garden walls” similar to those in US lifestyle retailer Anthropologie’s London Regent Street store. The design is already in Replay’s Milan stores and will roll out globally.

Matteo Sinigaglia, managing director of Fashion Box, said: “We want to focus on our messages and bring out the emotion in the customer.”

Replay, which has 170 UK stockists, will also open up to three more UK stores this year.

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