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Sweaty Betty appoints US chief executive

UK activewear retailer Sweaty Betty has appointed management consultancy firm Bain & Company partner Erika Serow as president and chief executive of its US business, effective from January 18.

Erika Serow

Erika Serow

Erika Serow

Serow will be based in New York. Sweaty Betty opened its first store in Lower Manhattan in 2013. The company now has two stores, an ecommerce site and seasonal catalogues in the US, in addition to more than 40 stores in the UK and concessions in Harrods and Selfridges.

It received investment of an undisclosed sum from US-based private equity firm Catterton in February this year to support its expansion in key markets, such as the US. 

Serow has more than 20 years of experience in the retail sector, most recently as head of the Americas retail practice at Bain & Company, where she was also a partner and director.

“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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