That is a two-story, 6,000-sf unit at 109 Prince St. in New York City's SoHo district, which has been in place since 1993 and was renovated a year ago. It will remain, but 3,000 sf on the ground floor of the 49-room landmark hotel, which was built in 1934 and is situated in the heart of South Beach's hip fashion corridor, will replace it as the company's US headquarters.

"Historic buildings are what we like best," Thierry Andretta, US president of Fashion Box, tells GSR. "We have many in other parts of the world –Paris, Berlin and elsewhere. We like the architecture, and older, industrial-type buildings with more details fit with our image and clothing," he says. "We're looking for them in the US, but are also necessarily looking at mall locations.

"Three years from now, we expect to have about 30 Replay stores here," he says, beginning with three to five within the next 18 months. The Franklin Hotel unit is scheduled to open in spring 2006. "Initially, it will occupy 3,000 sf, then move up to 4,000 sf in a loft in the same space," Andretta says.

Although no leases have been signed at additional US locations, "three or four are in discussion," he says. Under consideration, but not final, is a space in the upscale, three-million-sf South Coast Plaza in Costa Mesa. It is often referred to as Orange County's counterpart of Rodeo Drive and its tenant roster includes Tiffany, Emporio Armani, Chanel, Versaci and other international branded stores.

"I cannot tell you exactly where we plan to go beyond Florida and California," Andretta adds, saying Las Vegas, Chicago and Boston are in mind. Current Replay ad campaigns were shot in Las Vegas. Except maybe for the cowboys, the TV commercial that also includes tigers, a chain gang and an angel-winged trapeze artist, resembles a Felini film. Print ads also have an exotic, sultry look in keeping with the apparel.

Calling Chicago "a very trendy city," Andretta says, "there, we will probably look for a free-standing unit in an older building. In Boston, too, perhaps that's what we will be looking for.

Typically mall units will be about 2,500 sf, "more or less," he says, while the buildings will dictate the size of the others. Timeworn architecture relates, he notes, to Replay's "arte povera" merchandising concept. The phrase refers to transforming regular items into works of art. It is also a reflection of Replay brand apparel, which consists primarily of hand-painted, elaborately distressed, highly detailed and often grommeted basics for men and women and includes denim jeans and skirts, leather jackets and vests, and T-shirts. Prices for the latter begin at about $60.

Andretta says its customer profile is "between 18 and 30 years old. We're not related to teens." He refers to the Replay customer as "a marketing dream" who likes fashion-forward looks. "The American consumer in that group is no different from its counterparts in Europe and around the world," he adds.

The stores also carry some shoes and accessories, segments that he expects to grow. And a children's division, Replay & Son, was introduced in 1991 and now represents just under 20% of total sales, according to Andretta. "It's been really successful and will be included in all of our stores. Last year in SoHo we added children's clothing, embroidered in the European way, and sold out immediately."

Replay currently does approximately $300 million in worldwide sales. Founder Claudio Buzoil trademarked the name in 1978. "He was watching television with his family and hit `replay'," Andretta says. "He thought it was a great trade name, one that would be used repeatedly all over the world, gaining a lot of free publicity for a brand." No longer remote to US consumers, Replay's Andretta clicks fast forward here.