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Diesel Setting Up Big Space Inside Fred Segal for New Collabs

Diesel is setting up inside Fred Segal’s Los Angeles flagship for the next six months as the brand “reshuffles” its overall retail strategy, as chief executive officer Stefano Rosso put it. The Fred Segal store on Sunset Blvd is 13,000 square feet and, in a new setup, Diesel will have about 600 of those square feet all to itself, offering a small mix of its bestsellers alongside collaborations with streetwear-centric brands A-Cold-Wall, Eric Emanuel and ReadyMade. While Diesel has been sold on and off at Fred Segal in the past, this is the first time the brand will be housed in the retailer’s flagship. But Rosso said such a big and targeted presence inside another retailer is part of his new retail mentality. “What the company is going after is more qualitative distribution,” Rosso said. “Our mantra now is to work on quality over quantity. We believe going after top net sales and having crazy returns is pushing the customer away and it’s not what the company wants to be about.” With the Fred Segal partnership, which does not include any lease on the space, Rosso sees a good opportunity for Diesel to further engage in the “drop culture” starting to cement in

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