The board of directors at Orange 21, parent company of Spy Optics, has shaken up its executive spots. Barry Bucholz has been moved from his position as chief executive at Orange 21 to the position of president of European operations, including the company’s recently acquired manufacturing division, LEM, and Spy’s European sales operations. He will be based at the European head office in Italy, replacing Ron Perkins, who will move back to the USA after three years in the post. It remains uncertain whether or not Perkins, a native Californian, will stay with the company. Mark Simo, one of the company’s founders and the chairman of the board, has been named chief executive, while leaving his position as chief executive of No Fear. John Pound, manager of The Integrity Brands Fund, which owns a 9.28 percent stake in the company, has joined the board and will work with Simo and company management to iron out operational improvements and growth strategies.