Monday, November 23, 2009

New GM will position with Hispanics, the Ultimate Online Fashion Destination for Hipster Latinos, Hires New General Manager to Position Store for Future Growth Within the US Hispanic Market
The Latino Journal E-News, Vol. 2, Issue 5

MIAMI, FL -- SOBO Concepts LLC, owner of, one of the Internet's top destinations for Latino-focused apparel and accessories, announces the hiring of Natalia Zapata as their E-commerce Manager.

Since its launch in 2006, Surropa has focused on selling NaCo, the kitschy Mexican brand that has achieved cult-like status in Mexico, the U.S. and around the world. While Surropa continues to be the exclusive online retailer for NaCo products in the United States, "Hiring Natalia marks a new stage in Surropa's branding and development," remarked Dean Schwartz, President of SOBO Concepts.

"Our goal is to create an online destination where Latino clothing brands, artists, designers and consumers can come together to sell and purchase products that are cool, credible and culturally relevant. Having spent over 15 years working for brands such as Reebok and the NBA in Latin America and US Hispanic markets, I was continually frustrated by the lack of distribution, acceptance and access for Hispanic-driven products. Surropa will take a leadership role in providing this unique platform to millions of US Hispanic consumers."

Ms. Zapata brings over eight years of fashion, design, marketing and Internet experience to her role at Surropa. She has worked for Macy's, Guess and Cosabella and most recently managed Inside Fashion World Media, an interactive global hub for the trendsetting fashion industry. "I'm very excited to build Surropa into the web's top destination for fashion and other lifestyle products geared to the hipster Latino community," said Zapata.

Surropa's future assortment will feature a mix of contemporary and street fashion apparel, accessories, art and more. Be on the lookout for ongoing improvements to the site and product assortment.

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