Diesel’s parent company, OTB Group, is strengthening its footprint in North America.
The international fashion and luxury group which also owns the brands Jil Sander, Maison Margiela, Marni and Viktor&Rolf, announced last week its expansion into Mexico.
The company already has a presence in the U.S. and Canada. In 2024, Diesel‘s North American sales increased 13.3 percent.
The move into Mexico is part of OTB’s long-term strategy focused on investments targeting direct channels and expansion of its retail business in established markets and new geographical areas. The company aims to “seize opportunities in high-potential countries like Mexico.”
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As part of the expansion plan, OTB established a local legal entity in the country last year, to focus on the direct management and domestic development of the brands Diesel, Jil Sander, Marni and Maison Margiela, including MM6.
“Mexico is an influential creative and cultural capital with its own distinctive style and vibrancy,” said Renzo Rosso, founder and chairman of OTB Group. “Establishing a direct presence of our Group in the region is a key step in the growth path of our brands and in building a closer, more authentic connection with local customers and this amazing country.”
OTB operations will be based in Mexico City, where the main investments will be concentrated. Additionally, OTB will partner with the Mexican department store El Palacio de Hierro to open freestanding stores and concessions in other Mexican markets, including Guadalajara, Monterrey, León, Cancún, Puebla and Querétaro.
The company plans to open approximately 50 new stores over the next five years, including 15 in 2025 for Diesel, Maison Margiela and Marni.
OTB will also extend its online and offline distribution networks and strengthen its marketing activities in the market.
