VIERLING PROMOTED TO CHIEF EXEC AT JERELL

DALLAS--Edward D. Vierling has been promoted to chief executive officer of Jerell Inc. here, a maker of moderately priced dresses and sportswear.
He succeeds Jerry Frankel, who founded the firm 30 years ago and continues as chairman.
Vierling has been president for four years and retains that title. He started at Jerell in 1976 as a sales representative and soon afterward became national sales manager. In 1983 he was named senior vice president of sales.
The company says its annual sales are $60 million.
In an interview, Vierling said that his plans for growth include developing private-label programs, which currently run about 10 percent of sales. He also wants to build offshore manufacturing in Central America--namely, Costa Rica, Guatemala and El Salvador--and in the Far East--China and Hong Kong. The firm will be shipping its first products made offshore in August. Vierling also wants to expand the firm's exports into Canada, where it currently has three sales representatives.
"As diversified as we are now, we know we'll have to be global," Vierling said. Jerrell's brands include Melissa updated dresses, Ali Miles updated sportswear, and Ali Miles Signature updated sportswear, all done in misses' and petites; Samantha Edwards young updated dresses, Lindsey Scott traditional dresses, and Victoria Morgan traditional and special occasion dresses for mature women, all in misses' sizes, and the large-size Stephanie Thomas dresses and Sport.

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