By  on May 15, 2009

NEW YORK — Rosa Chá designer Amir Slama is leaving the company he founded 21 years ago. Alexandre Herchcovitch, a Brazilian designer who was recommended by Slama for the job, will become the brand’s creative director.

A swimwear company with rarified styles such as jewel-like necklaces on tops, embroidery with ropes and shells and elaborate patchworks of fabric, Rosa Chá had worldwide sales of $20 million in 2008. Prices range from $200 to $650 for bathing suits. The company operates 22 stores in Brazil, plus units in Lisbon and Istanbul, and opened its first Manhattan location on SoHo’s West Broadway in August.

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