Diesel CEO Seeks to Revive 90s Success With Slimmed Down Brand

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 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.

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