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AVIA CUTS BACK WORKFORCE BY 10%
Published April 14, 1995
In an effort to "streamline costs," Avia Group Int'l laid off about 10% of its 225 employees companywide. Avia spokesperson Carey Burns: "This is part of our long-term strategy to remain efficient and focused." The cutbacks came as no surprise to analysts who said Avia, a wholly-owned subsidiary of Reebok, is following the philosophy of its parent company. Reebok has been "pushing its divisions to trim overhead and bolster margins." Jennifer Black Groves, an analyst at Black & Co. in Portland, OR: "Avia has done a great job at improving their sales, but their margins aren't as good as other divisions in Reebok." Avia has undergone a "serious makeover in the past two years, restructuring its management team and streamlining its product" (Christine Gonzalez, Portland OREGONIAN, 4/13).