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Further management changes at Diesel

Diesel has made further changes to its leadership team in order to gain “more direct and consistent” management of its key accounts, Drapers has learned.

Pablo Sueiras, current commercial director of northern Europe at Diesel, has been promoted to the newly created role of global retail operations director. Diesel said the appointment reflects the business’s move to beef up its business model in the retail sector.

Sueiras’ responsibilities will be divided between Dean Cooper, Diesel’s current director of Diesel Black Gold, northern Europe, and Caroline Billingham, head of operations at Diesel, both of whom will remain in the UK office.

Cooper will look after the wholesale side of the business as multibrand and key account director. He will also continue to manage the Diesel Black Gold business in the UK and Nordic countries.

Billingham will be responsible for Diesel’s retail business as retail director for northern Europe.

The appointments follow the announcement last week that Diesel’s managing director of northern Europe, Jonny Hewlett, is set to move into a bigger role within the business after a consolidation of the firm’s head of northern, southern and central Europe into one role, based in its global head office in Breganze, Italy.

The European business will now be led by Joanna Onland, who was previously managing director of southern Europe. Thorsten Link, regional director for central Europe, has left the company.

Diesel said the new structure would allow it to have “more direct and consistent” management of its key accounts, specifically multi-brand retailers and department stores.

One industry insider said the changes may be linked to the business trying to manage a drop in revenue following the brand’s exit from mainstream retailers including USC.

“I’m not surprised at the shake-up. Diesel is moving to a more premium positioning and in order to do that you have to come out of certain retailers.

“When you move away from those big cash cows it’s hard to replace that revenue, so they are trying to manage this and get things in place moving forward.”

As first reported by Drapers last year, Diesel has ended its 15-year relationship with Sports Direct-owned USC from autumn 15.

In May Diesel said it is to take an €85m (£60m) hit in wholesale turnover this year in order to “detox” from unsuitable stockists and focus on those that are “in line” with its new premium distribution model.

Readers' comments (1)

  • Sports Direct have PLENTY of Diesel in stock, so how can you go more premium when you are in a hole like that?

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