Diesel has signed a five-year license with Italy’s main home textiles company to produce and distribute the brand’s first home linens line. The aim is to bring Diesel’s irony and “cool” factor to the home and shake up the sector’s traditional take on design.
The line will be launched in April during Milan’s international furniture and design exhibition, the Salone Internazionale del Mobile.
The collection will be in stores in September, and is expected to be sold worldwide in leading department stores and home textile specialty shops, as well as in selected Diesel stores.
The home textiles collection is only the first step Diesel expects to make in the world of interior design, with plans to introduce furniture, lighting and objects for the home next year. It is currently talking to potential partners.
The line will be called Successful Living from Diesel — a pun on the brand’s long-standing “Diesel for Successful Living” slogan.
The license will include collections for the bedroom, dining room, living room and bathroom, and will be designed in-house.
Estimated sales for the Diesel line are 20 million euros, or $29.6 million at current exchange, by the fifth year.
The licensee puts out 120 collections a year, also holds a license with Lacoste and previously worked with Giorgio Armani.