Diesel is taking denim to Bond Street, the retail area that’s synonymous with luxury in London.
The Italian denim label is set to open a two-floor, 550-square-foot store on the corner of New Bond and Grosvenor Streets in April. Neighboring stores will include Emanuel Ungaro and Miu Miu.
“London for me is a great example of how Diesel is moving forward,” company founder Renzo Rosso said in a statement. “The opening of Bond Street is for us the next official step into what I call the premiumization of casualwear.”
The Bond Street store will carry the entire Diesel line, but will place the focus on higher-end categories such as accessories, luggage and the StyleLab footwear range. The store will also carry selected pieces from Diesel’s ready-to-wear collection that are sold only at key stores in cities such as New York, Milan, Tokyo and Paris. The London store follows recent openings for Diesel in Shanghai, Beijing and Dubai. Diesel currently operates six stores in London, three of which are shops in shops in department stores such as Harvey Nichols and House of Fraser.