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Company Profile January 2011


Introduction............................................................02 Message from the managing director.......................03 Fashion Box Group.................................................04 Worldwide network.................................................05 Brand portfolio..................................................06-09 Replay Stores.....................................................12-13 History - Milestones............................................14-15 Retailing & Wholesale Trade............................16 -17 Sales network..........................................................18 Replay Stores list...............................................20-21


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Fashion Box Greece FASHION BOX GREECE S.A.

FASHION BOX GREECE S.A. was founded in 1995 by Μr. Constantinos Tsouvelekakis and Storclest Holdings BV with the objective to promote and distribute products in Greece. The company is a subsidiary of the international Fashion Box Group, which consists of 30 companies and holds one of the most important positions in global production and distribution within the field of casual-wear. Fashion Box Group is active in all European markets, the Middle East, Asia, America and Africa, selling products in over 50 countries. With the import, export and promotion of clothing, footwear and accessories under the brand names REPLAY, REPLAY&SONS, We Are Replay and REPLAY Footwear, FASHION BOX GREECE S.A. actively participates in the both retail and wholesale, thus ensuring wide distribution of the respective products in the selected markets.

The product’s high quality and REPLAY’s powerful brand recognition, the wide and efficient distribution network that has been developed and the client’s dedication that FASHION BOX GREECE S.A. has methodically acquired, are the bases on which the company constant progress supports itself.


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MESSAGE FROM THE MANAGING DIRECTOR

The main aim and ambition of FASHION BOX GREECE S.A. continues to be the strengthening of its value in the market of youthful casual clothing and its healthy business growth within and beyond Greek borders, always in consistency with fundamental principles and values. FASHION BOX GREECE S.A. has worked towards this direction in a modern business spirit, and in line with its development plan during the last years. We utilized the qualitative advantage and fame of the brand names it represents, its loyal customer base, as well as the broad distribution network of REPLAY in ROMANIA, CYPRUS, BULGARIA, ALBANIA, FYROM and AZERBAIJAN. As repeatedly proven in practice, the Group has the vast experience and know-how needed to respond to demands of the times with maturity and perceptivity. It also has the ability

to accurately foresee new developments and trends, to promptly comprehend the market dispositions and to promptly detect potential business opportunities that arise in the markets where it is present. Even in these difficult times, which define the global economic and business landscape today, and despite the possible impact the current recession is expected to have on the Group’s activities, FASHION BOX GREECE S.A. is not abandoning its growth plan and vision. It continues to pursue a leading role in the market of branded youthful casual clothing, interested in developing its business activities through the ongoing increase of its sales network, within and beyond the Greek borders and cultivating the image of quality that reflects both its philosophy, as well as the philosophy of its parent Italian Group and of the REPLAY brand. The future has always been and still is a particularly charming challenge for FASHION BOX GREECE S.A. Constantinos Tsouvelekakis Managing Director


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Priceless legacy, great expectations FASHION BOX GROUP Fashion Box Spa

Starting in 1978, the year when Claudio Buziol created the REPLAY brand in Asolo Italy, until today, FASHION BOX S.p.A. has continued to grow, making its brand a symbol of quality and leadership in the field of casual clothing and fashion. Since 2010, Equibox Holding SpA, a companycontrolled by Matteo and Massimo Sinigaglia, has been FASHION BOX S.p.A.’s majority shareholder and the Buziol family, the long-standing partner, its minority shareholder (49%). With its total sales of 272 million Euro, in 2009, over 5,000 points of sale and 220 single-brand stores in over 50 countries in Europe, the Middle East, Asia, America and Africa, the Group has been classified amongst the leaders of its sector on a global scale. Fashion Box Group owes a large portion of its fame and success to the innovative spirit for which it has always been distinguished. Throughout its course, the Group has worked with dedication, investing in research and creative design and with passion, incorporating new technologies in its production processes.

The Group’s people closely monitor each productive process stage, from the design of each collection to the selection and methods of processing raw material, while a network of specialized external workshops undertakes the stitching and the final finishing process of the clothing. The Group’s products, which are sold under the brand names of REPLAY, We Are Replay and REPLAY & SONS, are distinguished by the quality of their materials, their inspired, innovative design and because they always succeed in expressing the style and aesthetics of their time. The Group’s headquarters at Asolo accommodate the styling, modeling and industrialization departments for all of the products and brands. The people who work there, and all of the Group’s partners in different countries globally, are aware of the responsibility which has been brought on by the significant heritage left behind by its founder.


FASHION BOX WORLDWIDE NETWORK

Distribution GREECE, CYPRUS, ROMANIA, BULGARIA, ALBANIA, FYROM and AZERBAIJAN.

The Fashion Box group includes over 30 holding and sub-holding companies. They are divided into four main groups: holding companies managed and controlled by the Group, industrial companies involved in the design and production of items of

clothing, wholesale trading companies distributing Group products in their specific markets and retail trading companies, and managers of own sales outlets.

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Fashion Box Greece BRAND PORTFOLIO

The origins of the name “REPLAY” are closely linked to the brand’s mission and to the man who conceived it in 1978. During the World Cup in Argentina, Claudio Buziol saw the word “re-play” flash on the screen for the first time and decided that it would be a perfect name for a clothing line which alluded to the world of vintage by reinterpreting clothing from the past in a contemporary way. That was how the denim and smart casual wear which now accounts for around 85% of the Group’s production came into being. A leader in the world of denim, REPLAY aims its total look at consumers who are looking for quality products and are able to recognise the authenticity of garments which owes itself to painstaking research into materials, textile production and washes. The collections consist of around 1,000 items each season divided into over 15 categories. Distribution is mainly through medium-high end specialised jeans stores, flagship stores and department stores.

The REPLAY MAESTRO line is the collection’s tour de force and inspired by a wish to devote a special part of the product to the ‘maestro’ and founder of Fashion Box, Claudio Buziol.


COMPANY PROFILE /BRAND PORTFOLIO

Launched in 2003, We Are Replay is an exclusive collection of highend jeans wear which is based on the Group’s years of experience: the brand resolves to continually reinvent and experiment with the most significant elements of the Replay background – this has given it its name which proudly emphasises the sense of belonging - in order to create innovative, highly exclusive products. With hand-crafted detail, over-dyeing and experimenting with fabrics, We Are Replay is intended for idealists who seek the originality of unique, sophisticated garments but have the in-depth knowledge of real denim connoisseurs which is needed to appreciate their stylish details. The line is distributed through medium-high end jeans stores, specialist stores, boutiques and department stores.

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Fashion Box Greece BRAND PORTFOLIO

Created in 1991 and based on the idea of extending the REPLAY adult line heritage to children, REPLAY & SONS is aimed at kids between the ages of 2 and 12. REPLAY & SONS aims to meet the needs of children’s clothing using the irony and originality that are a hallmark of the brand. It offers practical comfort and easy wear while maintaining the same design as the adult range. The ability to transform itself every season by offering a contemporary, lively and imaginative product is another of the line’s winning traits and is inspired by curiosity and a constant search for stimulating trends and details. REPLAY & SONS is distributed through specialised sales outlets, mono-brand stores, selected Replay Stores and department stores.


COMPANY PROFILE /BRAND PORTFOLIO

The footwear project began in 2001 with a licence granted to Sugi International Limited, one of the major trading companies in Hong Kong, which operates worldwide. In a very short space of time, footwear became an extremely successful business area for the Group, so much so that in 2008, Orient Box Limited was created, a joint venture between Fashion Box SpA and the licensee. It continued to expand and in 2010 reached a record figure of 2.6 million pairs sold worldwide through a Group controlled distribution network and external companies. In 2010, the first “REPLAY shoes & accessories� shop was opened in Antwerp, the first of a expanding network in Europe and Asia. Operational headquarters are in Hong Kong where research and development, marketing and logistics are coordinated.

REPLAY Footwear is now a leading brand in the world of footwear linked to the world of denim and offers collections that range from casual to dressy and city to urban. Its spirit and essence maintain the intrinsic characteristics of the brand that hints at a hand-crafted look that combines real expression and past experience. Through the expertise of the product department, unusual combinations of materials, washes and processes normally used in the clothing industry are applied to each type of shoe; a search for new materials and the use of graphics and logos in the footwear collections are the result of close collaboration between clothes and footwear designers.

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Fashion Box Greece


COMPANY PROFILE /BRAND PORTFOLIO

REPLAY STORES

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Fashion Box Greece REPLAY STORES Retail has always been a powerful strategic lever for the brand’s international development and an efficient way of projecting company image and philosophy.

53 Ermou Str. ATHENS - GREECE

Replay stores have always featured innovative design which perfectly matches the products on display and an authentic, totally original language. Replay Stores are exciting places, based on an awareness of the widespread need to experience new emotions.

20 A&B Stasikratous Str. NICOSIA - CYPRUS


“BANEASA SHOPING CITY”, BUCHAREST - ROMANIA

“AFI PALACE COTROCENI”, BUCHAREST - ROMANIA

“MALL PLOVDIV”, PLOVDIV - BOULGARIA


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Fashion Box Greece MILESTONES IN OUR GROWTH HISTORY

1995

2000

• FASHION BOX GREECE S.A. was established by CONSTANTINOS TSOUVELEKAKIS and the Dutch company STORCLEST HOLDINGS BV (subsidiary of FASHION BOX S.p.A) with the purpose of promoting and distributing REPLAY products in GREECE. • The first REPLAY store is launched in Kolonaki and a second store in Glyfada immediately follows.

• The first subsidiary company F.B.C. FASHION BOX CYPRUS Ltd is established and the first REPLAY store in CYPRUS is launched.

1996 -1997

• The first REPLAY store opens in FYROM.

• FASHION BOX GREECE S.A. obtains the promotional rights of REPLAY products in three neighbor countries of Greece: BULGARIA, FYROM and ALBANIA. • The REPLAY store on Ermou Street in Athens is launched. • FASHION BOX GREECE S.A. obtains the right to distribute REPLAY & SONS products in GREECE.

1999 • The Company Headquarters is relocated to Nea Ionia. • The company acquires the rights for exclusive distribution in CYPRUS.

2002 • FASHION BOX GREECE S.A. enters the Athens Stock Exchange

2003

2004 • The company expands to BULGARIA, which is marked by the opening of the Replay Store in Sofia.

2005 • A new store opens in Pireus and a dynamic entry into the field of Shopping Centers and Shopping Malls takes place with the opening of 2 new Replay Stores in Maroussi (The Mall Athens) and Thessaloniki (Mediterranean Cosmos), as well as 2 Shops-inShop in Athens (Attica).


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2006 • Within the scope of expanding the company’s presence in BULGARIA, a new REPLAY Corner is launched at Burgas and a franchise store in Sofia. • The 25th anniversary of the REPLAY brand is celebrated with a very successful series of anniversary celebration events.

2007 • FASHION BOX GREECE S.A. obtains the EN ISO 9001:2000 certification from the international accredited organization TUV NORD for the application of a quality management system in retail and wholesale clothing trade, which proves the Group’s steady focus on assuring top quality of its products and services.

2008 • Establishment of the fully subsidiary FASHION BOX ROMANIA SRL in ROMANIA as part of the Group’s expansion of activities in the broader region of Southeast Europe and launching of 2 new REPLAY stores in Nicosia, CYPRUS and on the island

of Myconos, as well as 3 new REPLAY Shops-in-shop in the new ATTICA shopping centre and inside the GOLDEN HALL shopping centre at Maroussi. • REPLAY is listed 8th between the 15 most popular and recognizable brands among young people (18-24 years old) in GREECE, in an international survey by Synovate that was published in the Greek newspaper “Kosmos tou Ependyti” (6/12/08)

2009 • The second REPLAY store opens in ROMANIA.

2010 • The first REPLAY store opens in ALBANIA, in February. • Following a spin-off procedure, the company was delisted from the Athens Stock Exchange.

2011 • The first REPLAY store opens in AZERBAIJAN.


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Fashion Box Greece OUR WAY TO SUCCESS

FASHION BOX GREECE S.A. is developing its store and sales network in six countries (GREECE, CYPRUS, ROMANIA, BULGARIA, FYROM, ALBANIA and AZERBAIJAN). Through import, export and promotion of clothing, footwear and relative accessories under the brand names of REPLAY, REPLAY & SONS, We are Replay and REPLAY Footwear,

FASHION BOX GREECE S.A. operates in the retail and wholesale trade, securing a wide distribution of these products in selected markets. Dedicated to its initial objectives and values, the company is steadily growing in profits and sales, while continuing its strategic expansion into new markets.

RETAILING The retail network of FASHION BOX GREECE S.A. in GREECE, CYPRUS and ROMANIA consists of 18 stores (5 of which are outlets) in the most commercial areas of urban centers. The criterion for carefully selecting each point of sale is the best combination of the local market’s commercial potential and the store’s location. The application of this golden rule secures both commercial success and preserves the prestige and image of the company and its products at high standards. WHOLESALE TRADE

The wholesale trade sector is involved with the promotion of products through selected points of sale with authorized dealers. Associates are selected according to stringent criteria, based on the overall presentation of the point of sale in combination with the rest of the brand names which are sold in them as well as in relevance to their financial robustness. Today, FASHION BOX GREECE S.A. has an extensive network of associates, consisting of approximately 160 authorized dealers, 8 franchising partnerships, 9 Shops-in-Shop and 9 REPLAY Corners, serving consumers in GREECE, CYPRUS, ROMANIA, BULGARIA, FYROM, ALBANIA and AZERBAIJAN.


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Customers in GREECE, CYPRUS, ROMANIA, BULGARIA, FYROM, ALBANIA and AZERBAIJAN (46 mil.)


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Fashion Box Greece SALES NETWORK

The distribution of FASHION BOX GREECE S.A. products are performed through a retail and wholesale trade network which aims to secure the largest possible geographical coverage. Apart from retail stores and outlets, the company’s products are also distributed through the authorized dealers’ network which operates in Attica, the Dodecanese Islands, Macedonia and the island of Evia, Epirus, Thessaly, Thrace, the Aegean Islands, Crete, the Cyc-

lades, the Peloponnese, the Ionian Islands and Central Greece. At the same time, a vast network of special wholesale trade partnerships covers the needs in foreign countries, such as CYPRUS (Nicosia, Limassol), ROMANIA (Bucharest), BULGARIA (Sofia, Plovdiv, Varna, Burgas), FYROM (Skopje, Kumanovo), ALBANIA (Tirana) and AZERBAIJAN (Baku).

GROWING MARKETS During its 15-year successful presence in Greece’s casual-wear, FASHION BOX GREECE S.A. has secured its position both in and outside the Greek borders. With flexibility and insight and above all, the necessary expertise and experience, the company has set as a goal to have an even more successful course by expanding its network to even more countries.

Since 2008, the company reinforces its presence in the Southeast European realm by opening two new REPLAY stores and one REPLAY Outlet store in Bucharest, 0. The two stores in Bucharest are located at the BANEASA SHOPPING CITY and AFI PALACE COTROCENI, measuring at 140 sq. m. and 200 sq. m. respectively. They are the epitome of Italian architectural finesse and style and the store’s unique design and composition highlight the fashion being displayed.


PRESENCE OF FASΗION BOX GREECE S.A.

ROMANIA • 2 REPLAY STORES • 1 REPLAY OUTLET

FYROM • 1 FRANCHISE REPLAY STORE • 1 REPLAY CORNER BULGARIA • 1 REPLAY STORE • 7 REPLAY CORNERS

THESSALONIKI • 2 REPLAY STORES • 1 SHOP-IN- SHOP

• 1 FRANCHISE REPLAY STORE

LARISSA • 1 SHOP-IN-SHOP PROMACHONAS • 1 REPLAY OUTLET

MYCONOS • 1 FRANCHISE REPLAY STORE

PATRA • 1 FRANCHISE REPLAY STORE ATTIKA • 8 REPLAY STORES • 3 REPLAY OUTLET • 7 SHOP-IN-SHOPS

CYPRUS •1 REPLAY STOR •1 FRANCHISE REPLAY STORE

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CONTACT ADDRESSES HEADQUARTERS: 90 Kapodistriou Street 142 35 N. Ionia, Athens Tel.: +30 210 2717757 Fax: +30 210 2717762 www.fashionbox.gr e-mail: info@fashionbox.gr

REPLAY STORES GREECE Attika Athens

53, Ermou Street

Athens

“Athens Millenium” - 108-110, Immitou & Hremonidou Str., Pagrati

Athens

“Village Shopping & More” - 228 Thivon Avenue & Parnassou, Agios Ioannis Rentis

Piraeus

101 Grigoriou Lambraki St., Pireus

Athens

“The Mall Athens” - 35 Andrea Papandreu Str., Thesi Psalidi - Marousi

Athens

14 Irakleitou St. - Kolonaki

Athens

11, Ioannou Metaxa Str. - Glyfada

Thessaloniki Thessaloniki

89 Tsimiski Str. - Thessaloniki

Thessaloniki

“Mediterranean Cosmos” - 11th km - National Rd Thessaloniki - Moudania - Pylaia

Other Patra

57 Mezonos & Aratou Str.

Mykonos

“Velanos” Commercial Centre, Skalados

Abroad CYPRUS-Limassol

118 Anexartisias Str.

CYPRUS-Nicosia

20 A & B Stasikratous Str.

ROMANIA-Bucarest

“Baneasa Shopping City”, 42d Bucuresti - Ploiesti Str, 1st District

ROMANIA-Bucarest

“Afi Palace Cotroceni”, 4, Vasile Milea Str. Sector 6

BULGARIA -Plovdiv

“Mall Plovdiv”, 8 Perustiza Str.

FYROM -Kumanovo

Kumanovo - Plostad M.TITO 37

ALBANIA -Tirana

“City Park”, Fshati Gjokaj km 8, Autostrada Tirane - Durres

AZERBAIJAN-Baku

Sabail r-nu, 27, Hajibayov Str.


REPLAY OUTLETS GREECE Attika Athens

2, Nikis & 1, Pefkon str.- Nea Ionia

Athens

“Factory Outlet”, 76, Pireos Str. - Neo Faliro

Athens

“Factory Outlet Airport” -  Athens International Airport, Airport Commercial Park, Spata

Thessaloniki Thessaloniki

“Mega Outlet” -  43, Georgikis Scholis Avenue, Pylaia

Other Promachonas

“Promachonas Commercial Center”

Abroad ROMANIA-Bucarest

“Fashion House Outlet Centre” - Militari, A1 Motorway Bucuresti – Pitesti, km 13

BULGARIA -Sofia

“Sofia Outlet Center”, 92A Tzarigradsko shose Blvd.

REPLAY CORNERS DEPARTMENTS STORES GREECE Attika Athens

“Attica, The department Store” - 9, Panepistimiou Str.

Athens

“Attica, The department Store” - 9, Panepistimiou Str.

Athens

“Attica Golden Hall” - 37A, Kifisias Avenue - Marousi

Athens

“Attica Golden Hall” - 37A, Kifisias Avenue - Marousi

Athens

“Attica Golden Hall” - 37A, Kifisias Avenue - Marousi

Athens

“Notos Galleries” - Stadiou & Aiolou Str.

Pireus

“Notos Galleries” - 35, Iroon Politechniou & Tsamadou Str.

Thessaloniki Thessaloniki

“Notos Galleries” - Stoa Chirs, 24, Tsimiski & 31, Mitropoleos Str.

Other Larisa

“Notos Galleries” - 25, Kouma Str.

GENERIC CLIENTS GREECE Nafplio

8, Amalias AvenueThessaloniki

Abroad BULGARIA-Varna

“Mall Varna”, 186 Vladislav Varnenchik Blvd. - Fan Point Store

BULGARIA-Varna

“Grand Mall Varna”, 2 A. Saharov str. – Fan Point Store

BULGARIA-Sofia

“Serdika Center Sofia”, 48, Sitniakovo Blvd. - Fan Point Store

BULGARIA-Sofia

“The Mall”, 115 Tzarigradsko shose Blvd. - Fan Point Store

BULGARIA -Sofia

45,  Vitosha Blvd

BULGARIA -Sofia

The Mall of Sofia - 101 Alexander Stamboliiski blvd.

BULGARIA-Bourgas

“Burgas Burgas Plaza”, 5, Transportna Str. - Fan Point Store

FYROM-Skopje

Skopjie GTC - Commercial Center

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FASHION BOX COMPANY PROFILE