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Diesel's Fast Track

Jeans retailer hopes to rev up sales with New York flagship

Published

23 years ago

August 6, 2001

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Diesel, the 23-year-old Milan-based denim retailer, opened a two-floor,11,000-square-foot store in New York's Union Square. Diesel's third U.S.flagship features a modern-retro design with a 1950s-inspired chrome andleather fitting room, a stone wall housing accessories fixtures and awood-paneled main-floor checkout.

In addition to the 8300 square feet devoted to Diesel product, theretailer has introduced a 1200-square-foot 55DSL space featuringDiesel's board sport brand. The space has its own entrance on 14thStreet and boasts a laid-back design. A couch and TV allows customers toview skateboard videos, and the dressing area is made to look like abathroom.

Diesel will unveil another retail concept in SoHo in September, andthree more shops – in Plano, Texas, Tampa, Fla., and Philadelphia -should be open by year's end, bringing the total of U.S. shops to 16.

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