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Sweaty Betty continues U.S. expansion with new CEO and president

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Sweaty Betty continues U.S. expansion with new CEO and president

By Sara Ehlers

Dec 22, 2015

While moving forward with expansion in the U.S., Sweaty Betty just hired a new U.S. president and chief executive officer. That impressive title goes to Erika Serow, who will help bring the brand more exposure in the U.S.

It wasn’t long ago that the activewear apparel line opened its first Los Angeles store. The London-based brand opened its Venice location earlier in November this year. Through this new flagship, Sweaty Betty proves its firmness in expanding in the U.S. Serow’s previous work in fashion includes her title as a retail practice leader for the Americas for Bain & Co. Her duties for the job focused on the apparel sector of the company.

In joining Sweaty Betty, Serow, who is based in New York, will oversee 15 employees in the U.S. Her job will focus on growing Sweaty Betty in a productive, prosperous way. “The market is a little tired and stale, but Sweaty Betty has great potential to shake things up,” Serow told WWD. Her first plans for the brand include a three-year agenda that will include expanding the company’s retail footprint in the U.S. According to the trade publication, the company will also focus on digital in the upcoming year.