Diesel has announced that it is to “discontinue” its online partnership with Yoox.com to embark on a new venture with SapientNitro and eBay Enterprise.
According to sources attributed in WWD, Diesel is dubbing the project “an eco-system to achieve multichannel operations”.
SapientNitro – an international interactive marketing, creative design and technology services company – will be charged with designing the platform, while eBay will take care of logistics and customer care. The partnership, which will take effect on November 1 and involve integrating all of Diesel’s US stores with the online platform, will introduce the eco-system element in early 2014, said the source.
Yoox Group SpA will continue to run Diesel’s monobrand e-commerce operations in Europe and Japan, although according to a market source, Diesel has the option to sever ties with the company in 2014.
The source says that Diesel’s decision to enter an agreement with eBay was partly driven by eBay Enterprise’s cross-channel integration offering. Diesel will now offer the customer the ability to order a product online and pick it up in store, or order a product online, have it delivered at home or at work, and then return it to store for exchange or fitting.
Levi’s, Ralph Lauren, Quiksilver, Speedo and Timberland all manage their North America e-commerce operations through eBay Enterprise.
OTB, a privately held company, is the parent holding company of Diesel, Marni, Viktor & Rolf, Maison Martin Margiela and the manufacturing arm of Staff International. In 2012, Diesel posted sales of EUR 1.1 billion.
Newly appointed Diesel CEO, Alessandro Bogliolo, told WWD: “As already announced in May, on the occasion of the signing of an agreement with Yoox, which strengthened the strategic partnership with other OTB brands – extending their duration – Diesel and Yoox decided to continue their e-commerce collaboration in Europe and Japan.
“They also agreed to consider opening other markets and to not continue their partnership in the United States, with a view to maximising profitability for both companies”.
Yoox Group investor relations and financial communications director, Silvia Scagnelli, said: “The decision taken jointly with the OTB Group, our strategic partner and long-standing shareholder, not to continue with the Diesel brand in the US is in line with Yoox’s strategy to increasingly focus on the luxury segment.
“We are pushing this strategy through dynamic and profit-driven monobrand portfolio management; in fact, in the United States, diesel.com has an average order value 43 per cent below our US monobrand average”.
Speculation has been mounting of late about Yoox.com’s desire to buy Net-a-Porter and its subsidiaries including Mr Porter. Yoox has denied the rumours however.
Related Tags:Diesel, Yoox.com, eBay Enterprise, eco-system, international interactive marketing, customer care, US stores, online platform, Diesel brand in the US, monobrand portfolio