IN THE MIDDLE

FRITZI'S NEW SHOWROOM: Fritzi California, a San Francisco-based moderate sportswear firm, has moved into a larger showroom at the California Mart in Los Angeles. The new 2,600-square-foot showroom was necessary because of the company's growing staff and increased business, including its large-size division, a spokesman said. Fritzi's former showroom was about 2,200 square feet.
The firm has a New York showroom at 1407 Broadway.

NEW EXEC AT TEDDI'S: Teddi Apparel Group, a Los Angeles moderate sportswear firm, has hired Tracey Silverman as vice president of sales and merchandising for its Componix line. The position is new. As reported, Teddi acquired the better-price sportswear label last October and has repositioned it to go after the upper moderate market.
Silverman, who reports to Stuart Weiser, chief executive officer, was vice president of sales at Francine Browner, a moderate and junior sportswear firm in Los Angeles. Browner named Steve Pitkoff corporate vice president to pick up Silverman's responsibilities.
Componix hit stores this week. The early spring delivery includes long skirts and jumpers in rayon print as well as vests with oriental-knot button treatments. The average wholesale price is $17.50.
Teddi also markets its traditional sportswear line under the Teddi name.

LOWER PENNEY'S FORECAST: Pummeled by heavier-than-expected promotions last month, J.C. Penney will net around $1.40 per share in the fourth quarter, down from $1.66 a year ago, forecast Linda Kristiansen, a Schroder Wertheim analyst, last week. Previously, she projected $1.55 a share.
The weekly Mitsubishi Bank/Schroder Wertheim retail sales index, compiled by Kristiansen, shows same-store sales at Penney grew just 4 percent in the week ended Jan. 27--the low end of the chain's 4 to 6 percent plan--despite the markdowns. Children's wear was strongest, followed by men's wear, women's wear and home goods. Kristiansen also slashed her full-year estimate, projecting $3.40 per share, down from $3.55 in 1994. She had been looking for earnings of $4.05 per share.

A MAN FOR ALL SYSTEMS: The Limited Inc. named Jon Ricker vice president and chief information officer, a new post. Ricker, previously vice president and chief information officer at Bell South, will be responsible for information systems company-wide.CHARMING'S SOURCING VP: Charming Shoppes Inc. has named Erna Zint, a former Leslie Fay Cos. executive, executive vice president of sourcing.
She succeeds Mordechay Kafry, executive vice president of merchandise procurement, who announced his resignation late last year, but who will remain with the company until March 1, according to a spokesman.
Most recently, Zint was corporate vice president, Southeast Asia operations, for Leslie Fay. She has 17 years' experience managing Asian merchandise-sourcing operations for manufacturers and retailers, Charming Shoppes said.
Zint will be responsible for supervising the specialty chain's Hong Kong-based overseas sourcing organization, which has 12 offices. She reports to Dorrit Bern, chief executive officer.

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