New Management at Wet Seal

The Wet Seal Inc. has named Allan D. Haims as president of the Wet Seal division and designer Victor Alfaro as senior vice president, creative director.

The news comes at a time when the Foothill Ranch, Calif.–based specialty store has been struggling with falling sales. In July, the company posted a same-store sales decrease of 21.5 percent and saw overall sales drop 15 percent to $47 million. The appointments are part of the company’s effort to improve the performance of its Wet Seal retail stores and bolster its internal systems and planning departments.

Haims previously worked at The Limited and The Disney Store.

Alfaro has designed under his own Victor Alfaro label for 10 years. A winner of the Council of Fashion Designers of America’s Perry Ellis Award for new design talent, Alfaro has a strong celebrity following. Madonna, Demi Moore, Mariah Carey and Cindy Crawford are among those who have worn his designs.

Wet Seal Chief Executive Officer Peter D. Whitford said Haims and Alfaro will help turn the company’s fortunes around.

“They will make a significant contribution to Wet Seal as we work to reinvigorate our core division with our target market of savvy, fashion-forward teenagers,” he said.

Other appointments include Core Division President Susan O’Toole, who will take on a new role as chief merchandising officer of the Wet Seal division.

Joseph Deckop has been appointed to the newly created position of executive vice president of central planning and allocation.

Christian M. Chensvold