Headlines

Diesel's U.S. Expansion to Explode

Italian denim company to open about 30 more stores

Published

24 years ago

October 13, 2000

admin1

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.

MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design