British activewear brand Sweaty Betty has appointed Erika Serow as its US president and chief executive to the lead the retailer’s American business.

Serow will join on January 18 from American management consultancy firm Bain and Company, where she has served as a partner and director since 1995 with a focus on the apparel sector.

In her new role, Serow will be based in New York and will be responsible for pushing the US business forward, currently the activewear brand has two stores, an American e-commerce site, as well as seasonal catalogues. Serow will work alongside other members of the company’s senior management team.

The appointment follows the activewear brand receiving investment from US-based private equity firm Catterton earlier this year to help support its strategic growth in key markets, such as the US.

“We are thrilled to welcome Erika to our senior management team,” said Simon Hill-Norton, chief executive and co-founder of Sweaty Betty. “Erika is a highly respected industry executive with a unique ability to take brands to the next level, all while delivering product that resonates with consumers.”

 

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