John West Joins Generator

November 1, 1999 – Carlsbad, California – Generator Distribution Co. Ltd.announced today the appointment of John West as Director of Sales andMarketing. John joins Generator with seven years of snowboard industryexperience from Lamar Snowboards and the Gen-x equipment action sportsdivision. John’s role will be to lead the multi-brand strategy of Swag®,Prom® and Twist® into leadership positions in their perspective marketsegments. Working very closely with the sales reps and retailers, John willhelp to fulfill all brands growth potential.

John commented “I am really excited to join the Generator team. I believethat all three brands are filled with enormous potential”. John laughed andsaid “It is November 1st and several retailers have already sold through, mybiggest challenge may be telling accounts that we are sold out for thisseason!” John continues, “With the recent addition of Cec and the superbstaff already in place, the sky is the limit for Generator”

John’s addition is in succession to the appointment of Cec Annett as theVice President of Sales and Marketing. Cec was formerly with Airwalk andalso comes to Generator with many years of industry experience. Cec and Johnwill team up to become a vital aspect of Generator’s ambitious growth overthe next several years.

Generator Distribution Company Ltd., Founded in 1988, is a designer andmarketer of highly technical snowboard apparel, streetwear and accessories.”Swag®” was launched as one of the industries first technical snowboardspecific apparel and accessory brands. In 1993 Generator introduced “Prom®”as a womens’ specific apparel and streetwear brand. Generator acquired the”Twist®” brand in 1998 and are currently marketing it as the progressivealternative to entry price point snowboard apparel brands. For moreinformation call 800-900-SWAG or look us up at