By  on April 17, 2006

MILAN — Replay is taking production of its innerwear collection in-house starting with the fall-winter 2006-'07 collection.

The line previously was produced and distributed by Albisetti, an Italian maker of underwear, lingerie and swimwear.

"We want the line to be consistent with the image of Replay and reflect its parameters and mood," said Attilio Biancardi, chairman of Fashion Box, which controls the denim and sportswear brand.

Biancardi said he also wants the collection to have increased visibility. Marco Bortoletti, chief executive officer, said having direct control over the collection allows the firm "to expand and complete" the product offering.

"The objective is to differentiate the lines while giving continuity to all our designs, from the initial concept to packaging," Bortoletti said, pointing to the special wood boxes used for packaging.

Replay will produce the line at outside laboratories in Italy. Biancardi said he expected the innerwear collection to account for sales of 2 million euros, or $2.3 million at current exchange, in 2006. The women's and men's collection will be available at all 220 Replay stores and 6,200 multibrand points of sale. The company plans to open 30 stores worldwide, including six in the U.S., in 2006.

"We have returned to our origins, and our innerwear now reflects the history of Replay," Biancardi said, noting the same materials used for the ready-to-wear collections are employed for the innerwear line.

For fall, the line includes four groups: a vintage theme that emphasizes Replay's jersey T-shirts with college prints and a preppy mood, a romantic floral group with retro 1920s Liberty patterns in cotton poplin, a silk-tie theme with micropatterns derived from men's accessories replicated on slips and a Japanese-inspired theme. While most pieces are made with elastic jersey or cotton, there are some items in cotton mixed with cashmere.

In 2005, Replay reported sales of $389.9 million, or 326 million euros, up 41 percent from the previous year.

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