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Sweaty Betty names new US President and CEO

Published
today Dec 23, 2015
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British activewear brand Sweaty Betty has appointed Erika Serow as President and CEO of the US business, effective January 18, 2016.

In her role, Serow will lead the retailer’s US business, working closely with other members of the company’s senior management team. She joins Sweaty Betty with more than 20 years of experience in the retail sector.


The premium activewear label has named Erika Serow as President and CEO of the US business - Sweaty Betty


Her credentials include a post as head of the Americas Retail Practice at Bain & Company, where she joined in 1995 becoming also Partner and Director. During her tenure at Bain, Ms. Serow advised senior executives across the retail spectrum, with a focus on the apparel sector.  She worked with companies of all sizes and helped multiple clients develop and launch new brands.  

Sweaty Betty received earlier this year a strategic growth investment from Catterton, a US-based private equity firm to support its growth and expansion in key markets, including the United States. 

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