SIDNEY LIROFF, BEACH MATES FOUNDER, 85

NEW YORK — Sidney Liroff, founder of Beach Mates, died March 14 after a long illness, according to his son, Stuart. He was 85.
Born in Brooklyn, Liroff spent most of his career working in Los Angeles. He started his career in 1944, working in sales at Shephard Knitwear. He went on to work in sales for Maurice Handler, moving to the firm’s West Coast office in 1946.
In 1965, he opened Beach Mates, a company that specialized in junior swimwear. His wife, Selma, worked with him there as controller.
By the time Liroff retired in 1972, Beach Mates generated annual sales of $4 million. That same year, the firm was sold to Behar, a sportswear manufacturer with a swimwear division.
In addition to his wife and son, Liroff is survived by another son, Lane; a daughter, Marci, and a sister, Rhoda Gorobetz.