Dean Bradley and Scott Madison of Atwater hired Greg Osthus this week to stabilize and strengthen Atwater’s sales operation.

Dean and Scott specialize in design and product and have struggled to manage the sales side of the business, Dean said.

Dean said Atwater is “graduating” by hiring Greg, an industry sales veteran with deep retail relationships. Most recently, he was the VP of sales and merchandising at Lost Clothing.

“After our conversations with him we realized we needed him or someone like him,” Dean said. “It was a stretch for us but we had to do it.”

Greg said he made the move because he sees the market shifting as retailers look beyond the big players for fresh brands with new vision.

“I wanted to bring my 25 years of experience in this market and work with some good guys who are offering unique product,” Greg said.

He started his new job Tuesday, and lots of important buyers stopped by the Atwater booth to congratulate him during ASR.

Another tidbit of news: Atwater is shipping to 40 Nordstrom doors for spring.