Mark Simo resigned from Orange 21, Inc. as CEO effective Sept. 29, 2008 and the board has appointed A. Stone Douglass to replace him.


Douglass will immediately commence a comprehensive strategic review of Orange 21’s business and various options to build value. Orange 21 also intends to streamline operations and rework its executive compensation scheme to align it with the goal of increasing shareholder value.


Douglass joined the board on Aug. 7, 2008 and was appointed chairman of the board effective Aug. 20, 2008. Douglass has extensive turnaround and restructuring experience. He is a merchant banker and business management consultant with over 30 years of experience in finance and managing public and private companies, including acting as director and/or interim chief executive officer of more than twenty companies.