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Diesel's U.S. Expansion to Explode

Italian denim company to open about 30 more stores

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Diesel, the Molvena, Italy-based denim label, announced it would expand its U.S. retail presence with a maximum 30 stores within the next three years. Diesel currently has 12 U.S. stores — mostly in major retail cities (Chicago, Las Vegas, Los Angeles and New York).

The company is so confident that modern-age hipsters will continue clamoring to buy the Diesel styles (prices ranging from approximately $99 to $135), it is branching out to such other locations such as Denver, Miami, Seattle, Phoenix and Short Hills, N.J. And a company executive has stated that the results of the U.S. expansion will serve as a model for similar plans in the U.K. and Tokyo.

The expansion seems to illustrate that Americans have never lost their love of pricey, imported jeans. Diesel, perhaps the new must-have brand, has seen its U.S. sales grow from $46 to $80 million in the last year.

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