Op Taps Avdiu for Juniors, Girls Relaunch
In an effort to reach wider action-sports audiences with its youthful brand of surfwear, Irvine, Calif.-based junior label Op has named Opala Avdiu vice president of sales for the company’s relaunched juniors’ and girls’ 7–16 divisions.
Her appointment comes just a few months after the company signed an exclusive contract agreement with Santa Fe Springs, Calif.-based Tag Apparel Group to produce and distribute the relaunched line.
Avdiu said that she aims to steer Op toward higher sales and wider brand recognition, and that she will be working to reach consumers through better department and specialty store distribution.
“Op has a unique opportunity because we are a true West Coast lifestyle brand with authentic surf heritage,” Avdiu said.
In her new position, Avdiu will recruit and manage two teams of corporate sales representatives for the juniors’ and girls’ 7–16 divisions.
Avdiu, who began her position in June and works out of Op’s New York showroom, reports to Mary Wilberding, president of the company’s design group.
“Avdiu’s knowledge of how retail and manufacturing relates to the customer has had a terrific impact on our ability to relaunch the divisions,” stated Wilberding, who added that sales for the two divisions are expected to be over $15 million in 2002.
Before joining Op, Avdiu served two years as the vice president of sales and merchandising at Nautica Jeans for Women. Prior to that, she held executive sales positions at Mossimo and Tommy Jeans. —Claudia Figueroa
