Soon after announcing its brand reinvention, Diesel is now taking the next step as it renovates the look of its store locations, with the hope of creating a sophisticated yet intimate environment for shoppers, reported Women's Wear Daily.
The first store revamped by the redesign will be opening on Madison Avenue in New York this fall. The company is investing in opening and relocating a total of 120 stores, in addition to remodeling 30 to 45 stores in the next three to five years.
Tied to the brand's reboot, a Diesel pop-up shop opened last summer in Brooklyn. The storefront combined retail, art and media for an especially unique shopping experience.
"Big was beautiful until a few years ago," Diesel CEO Alessandro Bogliolo told Women's Wear Daily. "Consumers have changed a lot. Now they are looking for a strong experience, but more elevated and personalized."
The New York flagship will span 3,240 sq. ft. The new store will replace the closing Fifth Avenue location, which spanned 9,720 sq. ft. and three floors.
Though many details have yet to be revealed about the look of the new store, rumor has it the redesign will incorporate the company's trademark look of industrial meets vintage and draw attention to the core denim business.
The company's retail chain accounts for 55 percent of its total sales, and the retailer's expansion will give it a stronger foothold in China, with 50 new stores, as well as Australia and Japan, which account for Diesel's biggest market.
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