The clothing brand Diesel announced today that they are to part ways from their long-term retail partner USC. The 15-year partnership will end in autumn 2015.
According to Drapers, Jonny Hewlett, managing director of Northern Europe at Diesel, said they were looking to reassess their stockists and move more upmarket.
“At the moment our brand is going through a very significant repositioning to go to a more premium place. We have to carry this out across all consumer touch points, such as the collection, advertising and our distribution. It needs to be consistent.”
The decision comes after other various retailers also decided to remove their stock from USC stores too, such as Adidas Originals, who pulled their footwear range in July.
Hewlett was also adamant this was not just about USC, and said Diesel will be looking at all their distribution to assess the “look and feel of their proposition”.
USC, which is owned by Mike Ashley’s Sports Direct, were reportedly accused of stockpiling clothes and offering large discounts to customers earlier this year. Sports Direct are yet to comment on the claims.
It is not yet known if Diesel has further plans to cut ties with other stockists such as ASOS, House of Fraser and Very.
