Next Level Apparel is getting ready to execute a “back to basics” strategy intended at increasing sales, spearheaded by Joe and Eric Simsolo. Joe, the founder of the California-based company, has taken the role of CEO. Joe joined as interim CEO in August 2023, following the exit of Randy Hales, and has been established as Next Level’s permanent CEO.
Eric Simsolo, Joe’s son, has been promoted to company president. Eric previously served as VP of business development. Together Joe and Eric were chosen for their leadership roles by the company’s board.
“We have brought together a strong team and added gifted leaders,” shared Eric. “We are positive in the value we can offer to distributors and are keen to demonstrate that.”
Eric emphasised fresh additions to the team, comprising Brett Bjorkman as COO (Chief Operating Officer), known for his know-how in sourcing and operations leadership through brands such as Hurley, Boardriders, Billabong, Nike, and Augusta Sportswear. Michael Niemann also assumed the role of senior director of product, carrying knowledge from roles at Quicksilver, Salty Crew, Sole Technology, and Globe International Ltd.
Even as Next Level Apparel has experienced declining sales in current years, Eric highlighted strategic plans underway to repeal this trend and attain growth. These efforts comprise refocusing on core groupings and product lines, guaranteeing robust inventory at aggressive prices, and retaining a sturdy emphasis on product quality and customer service. Improved marketing campaigns are also intended to create enthusiasm around the Next Level brand.
“We plan to innovate while building on a sturdy foundation,” Eric shared. “With high-quality products, best inventory levels, aggressive pricing, and successful marketing and sales strategies, we are positive in our business prospects.”