SEA CHANGE; NOW A DIVISION OF WARNACO, OP IS OVERHAULING ITS BRAND STRATEGY.

From: WWD | Date: July 7, 2005 | Copyright information

Byline: Nola Sarkisian-Miller

Younger, better, pricier.

Surf brand Op wants to tap into the "O.C." zeitgeist for its new strategy, now that it's within the Warnaco Swimwear Group fold. As it prepares for a relaunch in spring 2006, the company is revamping the design of its apparel and swimwear, pruning distribution and has hired a new staff to transform its business into a more upscale lifestyle brand.

Warnaco bought Op last August for $40 million ...

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