MILAN — Diesel is expanding its home collection via licenses with Foscarini for lamps and Moroso for furniture.
This story first appeared in the February 27, 2009 issue of WWD. Subscribe Today.
Under the four-year licenses, the products will be rolled out in Europe and the U.S. The new pieces will be presented in Milan during the city’s international furniture and design exhibition, the Salone Internazionale del Mobile, in April. Last year, the company inked a license with Zucchi for a home textile collection.
“This is one of the most elaborate and most thought-out projects that has taken more than five years to see the light,” said Diesel chief Renzo Rosso. “I want to revolutionize the furniture industry, and bring the fast pace of fashion to it.”
The idea, he said, is to “dress up” furniture and change that dress as much and as often as possible, depending on the mood or the guests. “It’s a way to express yourself, just as you do with clothes,” he said. For example, a lamp or an armchair can have a new look by slipping on a new fabric.
The furniture line will include different-size sofas, two chairs, two armchairs, two tables, stools, dressers and mirrors. “It will all be rock ’n’ roll, with rivets, buckles and in line with our style,” said Rosso, who, in two years, expects sales of 10 million euros, or $12.8 million at current exchange rate, for each new license.
With Foscarini, there will be 16 lamps in fabrics, steel or glass. Retail prices will range from 200 to 700 euros, or $256 to $897. “But there will be interchangeable pieces that cost 30 euros ($39) and will alter the look,” said Rosso. Sofas will cost from 300 to 4,000 euros, or $384 to $5,125. The collections will be distributed at about 500 wholesale doors and at Diesel stores.
Leveraging its growing home collection, the next step for Diesel is the opening of additional hotels, most likely in Milan and New York. Diesel operates the Pelican in Miami.