Diesel closes flagship Covent Garden store

Italian fashion brand Diesel is to close its DieselStyleLab store in Covent Garden after eight years, as part of a scaling-down of the brand. The decision is part of a review of the Diesel portfolio.

The StyleLab brand, which has been positioned as a high-end casual range, will continue, as Diesel’s footwear brand, for the time being. It will also be used for “special projects” in the future.

The company is changing its focus to new collections and projects, including its new premium denim range and store, Diesel Denim Gallery.

Diesel has made a number of appointments to its marketing team. Alice Clary, a former account manager at brand consultancy Cake, has joined the company as marketing manager. She replaces Samantha Newton, who has left to write a book. Diesel has also appointed Billie De Voil as chief marketer for sportswear brand 55DSL. She joins the company from New Phonic Records and replaces Anna Kiery, who has taken charge of marketing for 55DSL in the US.

Diesel owns a number of brands, including Diesel Kids, as well as a range of accessories. A number of other products, such as fragrances and watches, are made under licence for the company.

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