Diesel recently opened a new Russian flagship located within Moscow’s Atrium Mall—the first of 10 branded stores that the jeanswear brand has planned for the country.
The 1,290-square-foot ground floor store features an urban and “slightly futuristic,” Diesel described. The store will feature new releases and will stock all of Diesel’s collections, including denim, ready-to-wear, footwear and accessories for both women and men.
Though Russia’s fashion retail scene has lost some of its luster in recent years, the McKinsey and Business of Fashion report “The State of Fashion 2020” pointed out the country’s opportunities for foreign brands due to its “visitor-friendly” policies for high-spending tourists.
The Moscow store is an important milestone for Diesel. Expanding its Russian footprint is part of the company’s plan to make the country a key market for its business. Diesel stated that it is investing in its future by focusing on consolidating its presence in fashion retail hotspots such as Moscow.
Along with opening its own stores, the company is seeking to add more premium Russian wholesale partners to its roster. 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.
And with online retail booming worldwide as consumers practice social distancing, many of these new retail partners will be in the e-commerce space. This list, the company added, will significantly expand over the next three years.