Erika Serow has been named president and CEO of British activewear company Sweaty Betty. The brand was co-founded by Tamara and Simon Hill-Norton, who serve as creative director and chief executive officer respectively. The Nortons are based in Britain and split their time between London and coastal village West Wittering. The company has become known for its fashion-forward activewear, which spans categories like yoga, running, swim, and dance, as well as a recently launched line of ski wear.
For the past two years, Serow served as head of the Americas retail practice at Bain & Co., where she was also partner and director. In her role, Serow’s primarily focused on retail, and she was tasked with growing and improving brands to deliver better business results. She first joined the company in 1995 and has worked at the Boston, London, Sydney, and Milan offices before she landed in New York in 2001.
“I am excited to join Sweaty Betty, a company with a stellar reputation, strong customer relationships and a mission that resonates with women everywhere,” said Serow. “I look forward to working with Sweaty Betty’s talented management team and employees to take the Company to new heights. Together, we will deliver Sweaty Betty’s high-quality, fashion-forward designs to the millions of women across the U.S. who want to be just as fashionable on their way to and from the gym or studio as they are in the rest of their lives.”
Serow will remain in New York to oversee Sweaty Betty stateside. The brand recently received a new round of investment capital in February and plans to expand its brick-and-mortar retail stores in the U.S., starting in Montana and New York City’s Upper East Side.