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New Era restructures for a global focus
29
Jul '11
New Era Cap Co Inc, the brand made famous for its premium headwear, is on pace to double its volume by 2015. The company has seen steady growth over the past five years and is looking to continue the momentum by restructuring their global product and marketing teams, and investing more resources to further develop their accessories and apparel divisions.

With this goal in mind, New Era has reorganized its structure to include a more robust global team across all product categories and marketing functions. The newly expanded global teams will lead brand strategy and connect the company's Go-To-Market product opportunities. Regional teams will then develop tactics to appeal to consumers in key geographic locations. The integration of a global brand strategy ensures delivery of a unified and consistent message that resonates more effectively with consumers and forges a deeper emotional connection to the brand. By strengthening its resources and sharpening its focus, the company aims to elevate its position as a globally recognized brand.

"It's imperative that we continue to build a strong bond with our consumers and deliver a cohesive message across current and emerging markets," said Chris Koch, New Era CEO. "We have an aggressive growth plan in motion to cultivate our business beyond our core competencies and in turn better position ourselves as an international lifestyle brand."

To encourage the evolution of the brand, New Era's Orange County, CA office, which previously focused solely on Action Sports, will also now serve as a hub for its expanding accessories business. A Miami-based apparel team will continue to lead the efforts to bring to market men's, women's and youth apparel lines.

New Era is currently recruiting top talent with expertise in each of its product segments to ensure it has the proper resources in place to continue to flourish in this global economy.

New Era is an international lifestyle brand with an authentic sports heritage that dates back over 90 years. Best known for being the official on-field cap for Major League Baseball, New Era is the brand of choice not only for its headwear collection, but also for its accessories and apparel lines for men, women and youth.

New Era Cap Co Inc


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