BURLINGTON’S APPAREL UNIT RESTRUCTURED

Byline: Stuart Chirls

NEW YORK — Burlington Industries has reorganized Burlington Menswear, which produces both men’s and women’s apparel fabrics.
Burlington has created a private label unit for men’s and women’s fabrics and split its men’s wear unit into separate suiting and sportswear divisions. Burlington Ms., the branded women’s wear unit, and Raeford career apparel, continue as before.
“We needed to grow, and this restructuring will allow us to do that,” said Burlington Menswear president Alex Neely in a telephone interview. “Women’s has also been growing steadily. And because you almost have to live with retailers you sell to today, we’re going to concentrate more of our focus on private label. The reorganization will also enable us to serve the special needs of each market, like the growth of ‘office casual’ styles in men’s wear.”
Although Burlington does not break down separate sales figures, Neely said the five divisions are approximately equal in terms of annual sales, the smallest being private label.
Jeanette Doellgast has been named to the newly created position of vice president of Burlington Menswear with responsibilities for private label men’s and women’s wear. She was sales manager for Burlington Mills.
Burlington Ms. continues to be headed by Gabe Coya, vice president of Burlington Menswear. Howard Romanoff, who had been in charge of men’s suiting and sportswear, has left the company. Suiting and men’s sportswear will be headed, respectively, by vice presidents Bob Getto and David Gold, both new positions. Gold was vice president of men’s wear marketing. Getto worked as vice president of retailing for men’s wear and women’s wear. Dave Locker, vice president, will continue to oversee Raeford career apparel. All report to Neely.
“Our objective is to be a little more diverse and more aggressive,” Neely said. “We’ve also got a number of new products we want to develop. By putting independent teams together under each vice president, we can make that happen. That’s a pretty big change for us.”
Burlington recorded total sales of $2.2 billion in 1995, $1.34 billion in apparel and $862.1 million in home furnishings. Burlington reported total sales of $512.7 million for the first quarter of 1996.

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