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Diesel is new competitor in Australian fashion market FASHION label Diesel has moved into the Australian market opening its first store in Sydney with plans to open another store in Melbourne late in the year. The founder of the label Renzo Rosso has teamed up with Australia’s Mark Keighery who sold his successful label and chain of stores, Marcs, to the Oroton group 14 months ago. Keighery has joined forces with businessman Theo Onisforou to set up the Australian franchise of Diesel. Diesel products are sold in more than 80 countries around the world with 10,000 points of sale and around 50 company-owned stores. Rosso believes there is a strong market for Diesel in Australia. "There are so many young people in Australia and they really love our kind of clothing—the culture here is very, very young," Rosso said. Rosso said the secret of Diesel's success was not worrying what people thought. "We create for us, we are the first consumer of what we are doing," Rosso said. 2 September 2003
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