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British activewear brand taps Bain exec to lead U.S. growth


Sweaty Betty, the London-based athleisure brand, is gearing up for expansion in the United States.

The retailer named Erika Serow president and CEO of its U.S. business, effective Jan. 18, Women’s Wear Daily reported. Serow has served as retail practice leader for the Americas region for Bain & Co. since 2013, with a focus on the apparel sector. She started at Bain in 1995.

In February, Sweaty Betty received a strategic growth investment from Catterton to help fuel its U.S. growth.

Along with an e-commerce site, the company operates more than 40 stores in the United Kingdom. It opened its first U.S. store in 2013, in the SoHo section of New York City. It has since added an additional location in New York City, along with two in Los Angeles, and one in Greenwich, Connecticut.

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