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READY FOR REPLAY: Replay heirs Silvia and GianPaolo Buziol swung through New York for men’s market week on their first trip as company ambassadors. Silvia, 25, and GianPaolo, 17, are the daughter and son, respectively, of Replay founder Claudio Buziol, who died in 2005. With their mother, Paola, they now own Replay and its parent company, Fashion Box Group, which posted sales of $448.3 million in 2008. The siblings hosted a party at Cipriani Downtown on Monday for retailers and Italian-American notables.
“Growing up, I never wanted to join the company because girls always have to go against their dads,” said Silvia, who graduated from college earlier this month and originally planned to be a teacher. But starting in September, she will officially join Replay and is currently on a crash course learning the business, with creative director Gigi Vezzola as her mentor. “He’s my guru,” she noted of the designer, who joined Replay in January following stints at Dolce & Gabbana, Pirelli and Samsonite Black Label.
GianPaolo is still in high school and plans to study business management in college, before officially joining Replay down the road.
The siblings will have challenges facing them, as the company’s sales declined 3.6 percent last year. The U.S. contributes less than 5 percent of sales. “I don’t think there has been a focused strategy in place of the U.S.,” said Gaetano Sallorenzo, who joined Replay as ceo last year. “We are trying to reposition the brand here and put a new team into place.”
The company has signed a new U.S. distributor, Studio Tog, and plans to open a new Miami flagship in December, joining units in New York and Los Angeles.