Top 40 supplier Next Level Apparel (asi/73867) is poised to execute what executives described as a “back to basics” strategy aimed at spurring sales gains.

Joe and Eric Simsolo will be spearheading the effort.

Joe, founder of the California-based apparel company, has been named CEO. While he never stopped serving on the board of directors, a few years ago he moved from a day-to-day role in the business into semi-retirement.

Joe and Eric Simsolo, Next Level Apparel (asi/73867)

Still, he was appointed interim CEO in August 2023, taking over for Randy Hales. The interim tag was subsequently removed, and Joe is now Next Level’s permanent CEO – a position he also held in previous years.

Meanwhile Joe’s son Eric, who grew up in the business, has been promoted to company president. Eric was previously vice president of business development. The Simsolos were invited to the leadership positions by the company’s board.

“We have a really strong team in place and have brought on some talented leaders,” said Eric. “We believe we have a lot of value to offer distributors, and we’re going to prove that.”

Eric noted that recent personnel additions include hiring Brett Bjorkman as chief operating officer. Bjorkman’s background is in sourcing and operations leadership for brands that include Hurley, Billabong, Nike, Boardriders and Augusta Sportswear (asi/37461).

Next Level also hired Michael Niemann as senior director of product this year. Niemann’s career has included product-leadership roles at Quicksilver, Sole Technology, Salty Crew and Globe International Ltd.

Next Level’s sales have slipped in recent years, but Eric said strategic efforts are underway to reverse the trend and return to growth.

Part of that includes what Eric described as refocusing on main categories and lines, and supporting them with strong inventory at fair prices. A sharp emphasis on product quality and top-notch customer service is also paramount, as are invigorated marketing efforts geared toward generating excitement around the Next Level brand.

“We plan to continue to innovate from a solid foundation,” said Eric. “If we have quality product at the right inventory levels at a good price, and we have the right marketing and sales touchpoints, business is going to come.”

Joe came to the U.S. from Israel in 1980, first launching a denim brand, then founding a sublimation printing facility. After getting regular requests from customers for higher-quality T-shirts, he founded Next Level Apparel in 2003, building a company known for its cool, fashion-forward styles.

Next Level Apparel ranked ninth on Counselor’s most recent list of the largest suppliers in the industry. The new rankings are due out this summer.