Diesel: new agreement for U.S. online retail activity

By

Dominique Muret

Published
Oct 25, 2013

Diesel has changed its online retail partner for the United States. Due to conclude a partnership with Italian online retailer Yoox at the end of this year, Diesel has signed a new agreement with SapientNitro and eBay Enterprise for its online retail activity in the U.S.

The project will involve a multi-channel system that integrates online and brick-and-mortar units in the United States. The platform will be created and managed by SapientNitro, a company specialized in online marketing, while eBay Enterprise – which works with brands Levi’s, Ralph Lauren and Quiksilver – will take care of logistics and customer service.

The decision to end the partnership was mutual and in line with Yoox’ “strategy to increasingly focus on the luxury segment”, according to Silvia Scagnelli, Yoox Group investor relations and financial communications director.

Until now, Diesel’s global online commerce activity was managed by the Yoox Group. The luxury group will continue to take care of the brand’s online sales in Europe and Japan.

Diesel founder and president Renzo Rosso is one of the Yoox Group’s majority shareholders, with a 8.6% stake via companies Red Circle and Red Circle investments.