Diesel was founded in 1978 by Renzo Rosso with a former boss. Over the years the company has made extraordinary growth and became one of the biggest fashion labels in the world, turning over billions in revenue, mostly from denim sales. There are a number of key points in Diesels history that has led to the creation of such a powerful brand.
The original company was founded with group backing but in 1985 Rosso bought out the other founding partners to assume full control. He hired fresh out of college Wilbert Das who turned the brand into the multinational behemoth it is today. Das rose quickly in the company and became the creative force behind the clothing lines and marketing strategies that proved to be successful.
Das created the international marketing strategy that would take Diesel from its Italian roots into the global space of fashion labels in 1991. The strategy was extremely successful due to a number of guerrilla marketing tactics that were employed and Diesel successfully opened a flagship store on Lexington Avenue in New York City during 1996.
Once the international company presence had been established the brand decided to expand its product ranges with new markets. A beachwear and intimates collection for both men and women was launched and is currently carried across Diesel owned stores and department stores. The company was also involved in a number of projects with other companies such as fragrances and jewellery.
The continued growth of the company has taken the employee number to around 2,200 through 18 subsidiaries across the world, primarily Europe, Asia and the Americas. Diesel products are now available in over 5000 retail outlets, 300 of which are Diesel owned stores. The annual sales are astounding, reaching 1.3 billion in 2009 thanks to an extremely successful denim range and kids clothing range.
The original company was founded with group backing but in 1985 Rosso bought out the other founding partners to assume full control. He hired fresh out of college Wilbert Das who turned the brand into the multinational behemoth it is today. Das rose quickly in the company and became the creative force behind the clothing lines and marketing strategies that proved to be successful.
Das created the international marketing strategy that would take Diesel from its Italian roots into the global space of fashion labels in 1991. The strategy was extremely successful due to a number of guerrilla marketing tactics that were employed and Diesel successfully opened a flagship store on Lexington Avenue in New York City during 1996.
Once the international company presence had been established the brand decided to expand its product ranges with new markets. A beachwear and intimates collection for both men and women was launched and is currently carried across Diesel owned stores and department stores. The company was also involved in a number of projects with other companies such as fragrances and jewellery.
The continued growth of the company has taken the employee number to around 2,200 through 18 subsidiaries across the world, primarily Europe, Asia and the Americas. Diesel products are now available in over 5000 retail outlets, 300 of which are Diesel owned stores. The annual sales are astounding, reaching 1.3 billion in 2009 thanks to an extremely successful denim range and kids clothing range.
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