Diesel CEO Seeks to Revive 90s Success With Slimmed Down Brand
- Massimo Piombini wants to close some stores, raise prices
- Company was among first to feature gay men in advertisment
Photographer: Presley Ann/Getty Images
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The new chief executive of Diesel SpA wants to close stores, raise prices and expand in sneakers to turn around a denim brand that had its heyday in the 1990s.
Massimo Piombini, who took over Diesel in late January, days before Covid-19 was declared a global emergency, said the retailer’s 436 stores worldwide -- some directly owned, some concessions -- are “way too much, regardless of coronavirus”. Far from derailing its plans, the pandemic is accelerating some elements of his plan.