Diesel expanding throughout US

Diesel jeans is expanding it’s spring collection. Starting next year, the line will be available in about 50 Macy’s stores. For the first time the premium denim and streetwear company will exhibit at the international trade show Bread & Butter in Berlin in January and also show a runway collection of the brand’s fall men’s and women’s styles.

“This is our first creative project applied to multibrand distribution,” Renzo said of the shop-in-shop concept. It will be “warm, understated and rock” — resembling a stage.

Rosso said investments made in 2009, such as the opening of Diesel’s 20,000-square-foot flagship on New York’s Fifth Avenue, doubling the brand’s space in Miami and the relocation of stores in San Francisco and Washington, D.C., will help support growth next year. Sales in the U.S. totaled 200 million euros, or $298.3 million at current exchange, in 2009 and accounted for about 15 percent of the brand’s total revenues.

The brand’s denim sales were down in the single digits this year, but Diesel has emphasized expanding its offerings in lower price ranges, with some jeans selling for $110.

Renzo Rosso explains the brand’s partnership with Macy’s, stating “They presented us with a premium floor project, where we will be on display alongside brands in line with our positioning, from Armani Jeans and True Religion to Hugo Boss and Seven, and we decided this was a good business opportunity that would fit us.”  However, Diesel will select pieces from the brand’s collection for Macy’s and that it is not designing a specific line for the store. Retail prices will be $150 and up.

Article and image from WWD.com