Diesel Reinventing Its Stores

MILAN — Diesel is extending its “Reboot” strategy from product to retail. Taking a cue from creative director Nicola Formichetti’s goal to elevate and reinvent the brand, the Italian fashion group is investing in an ambitious plan to renovate its store network with a new concept, aiming for more intimate and sophisticated spaces. The new strategy will first be visible in New York, as the company has just closed its Fifth Avenue unit and is working on a new flagship on Madison Avenue, on the corner of 59th Street, which is slated to open this fall. “We want to transmit Formichetti’s mantra to be creative, his return to the brand’s original spirit, and his ‘Reboot’ plan, from image to business,” chief executive officer Alessandro Bogliolo told WWD. To this end, the company is investing in opening and relocating 120 stores, in addition to 30 to 40 refits each year, over the next three to five years. “Big was beautiful until a few years ago,” contended Bogliolo. “Consumers have changed a lot, now they are looking for a strong experience, but more elevated and personalized.” Covering 3,240 square feet, the Madison Avenue unit will be a “statement flagship with great visibility, in a superprime

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