Diesel opens Moscow flagship
By Kristopher Fraser
Aug 12, 2020
Diesel has opened a new Russian flagship located within Moscow’s Atrium Mall. The Italian brand continues to invest in the future, focusing to consolidate its presence in key markets such as Moscow, in one of the most high traffic shopping destinations of the city. The store officially opened on July 25, 2020. Additionally, the launch marks a fortification in Diesel’s Russian focus, which has become key to the brand's sales growth. By 2023, Diesel plans to operate 10 new mono brand shops throughout Russia, as well as garner multiple new retail partners in both the brick-and-mortar and e-commerce spaces.
The flagship is situated on Atrium’s ground floor. It occupies an area of 120 square meters. The store’s aesthetic is urbane and slightly futuristic, reflecting Diesel’s “For Successful Living” philosophy of individuality and boldness. The store will feature new releases regularly and will stock all of Diesel’s collections including denim, ready-to-wear, footwear and accessories for both women and men included, marking an important milestone for Diesel in Russia. The brand will strengthen its position, especially through e-commerce, but also by operating more stores, and partnering with a comprehensive array of retail partners.
Apart from the new outpost at Atrium Mall, Diesel collections are currently sold in Tsum department store in Moscow and DLT St. Petersburg, as well as Tsvetnoy Central Market in Moscow. Diesel is also currently working to secure more premium Russian wholesale sellers and e-tailers in Russia; this list is expected to expand significantly over the next three years.
photo: courtesy of Diesel