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Diane Cha has recently left her senior position at Gap Inc.’s Athleta brand to join Ayr, a virtual label with just 17 employees and no offices or headquarters. Cha will work from her bedroom in Orange County, California with a team spread across three time zones from Ojai to Coatesville.
Ayr’s decision to permanently shut down its New York offices following the pandemic has led to sustained revenue growth for the brand. Over the past three years, annual revenues have quintupled and reached $50 million this year. Operating virtually has allowed Ayr to recruit more experienced talent from across the country and has been a significant factor in their growth. When Mallory Snyder posted an opening for a senior creative manager on LinkedIn, she received over 5,000 applications within three months of posting. “Opening up the team to the entire country gives us access to a deep well of talent,” says co-founder Maggie Winter.