Diesel plans to finish fiscal 2019 with 20 owned stores in the United States. The plan is to reach 30 or 35 stores in the US in the next three years. The brand will update its store network, restructure its multi brand partners and strengthen its digital presence.

The Italian denim label is revising store looks and operations. The new concept will be deployed by the end of the year in 15 Diesel stores, both new and renovated, in Europe, the US, Japan, China and India. The interior design of the stores will be ultra-dynamic and adaptable. Back-end operations have also been redesigned, with stock levels based on omni-channel requirements. The main features of this new approach are flexibility and the ability to modify more easily the way products are displayed in-store, depending on demand, trends and other signals. Greater transparency is now in full view. The high energy, customised shop fronts have been designed in collaborations with local street artists. For example, in Paris, Diesel has decided to close down a store but open two new stores before the end of the year. In France, Diesel currently operates 84 direct retail outlets, between monobrand stores and department store concessions.