BURTON REDUCES STAFF: For the second time within a year, Burton has cut its global workforce by about 9 percent, with most of the layoffs in its Burlington, Vt.-based corporate office. Pink slips were handed out in various areas of the company, a Burton spokeswoman said Wednesday.
This story first appeared in the March 11, 2003 issue of WWD. Subscribe Today.
Last April, the snowboard brand cut 10 percent of its employee base — again with the home office absorbing the bulk of the reductions. Streamlining expenses is a priority for Laurent Potdevin, who was promoted to president of Burton in November.
“Even if it was a booming economy, we would be scrutinizing our expenses, resources and workforce,” he said. To try to reduce overhead, Burton has consolidated operations for two offshoots, Gravis Footwear, and Analog, a new sportswear and outerwear label, which ships to stores this fall. Instead of having separate senior management teams, David Schribner heads Gravis and Analog as president.
DRESSED TO THE NINES: In its Miss Dorby division for fall 2003, the $2.2 billion Kellwood Co. will launch a day-to-evening collection called nine2nine.
It will consist of day-to-evening dresses, two- and three-piece outfits, jacket dresses and separates with retail price points between $49 and $99. The nine2nine line will be aimed at national department stores and will be produced in misses’, petites and plus sizes. Evelyn Socias Rivera has joined nine2nine as design director and will report to Richard Weissman, president of Miss Dorby.
AMEREX TAPS MAHONEY: Kevin Mahoney has been named president of Amerex’s women’s and men’s divisions.
Until last week, he headed up only the men’s side of the business, and now adds Weather Tamer, Gerry, One Madison, Static, Rampage, Mudd, Alpine Studio and Jones New York outerwear to his responsibilities. Mahoney continues to be based at the company’s New York office and reports to Glenn Palmers, president and chief operating officer of the Amerex Group.
NUMB NUMBERS: According to the marketing firm NPD Group, the amount of money spent on apparel last year decreased by 1.7 percent to $163 billion compared with 2001. In that figure, the amount of money spent on women’s apparel dropped by 6.1 percent to $83.6 billion.
ADDING TWO LAYERS: ITA Ltd. a leading maker of shearling merchandise, has added two labels, Sawyer of Napa and Quadriga, to its portfolio. Both lines are being shown at the company’s New York showroom at 260 West 39th Street and ship to stores in August. They are expected to boost ITA’s $25 million annual sales by 25 percent, a company spokeswoman said.
Shearling designer Dominic Bellissimo, who has a signature line owned by ITA, is the creative force behind the Sawyer of Napa line. Founded in 1869, Sawyer of Napa plays up its heritage this fall with barn jackets and raw-edged long coats. There are also more updated pieces like cropped jackets in distressed skins with side ties and zippers.
Quadriga, a Spanish collection, will be making its debut in the U.S. market. Known for its cross-stitching, fringe, buckles and over-the-top styling, the line will retail from $1,395 to $2,795.