Sweaty Betty has added Jennifer Sey to its board of directors.
Sey is the global chief marketing officer for the Levi’s brand. She joins the board as a non-executive member.
Simon Hill-Norton, chief executive officer and cofounder of the company, said, “Jennifer has an outstanding track record in apparel marketing and brand leadership…She has a deep understanding of the fast-growing activewear sector and as we continue our plans to grow the Sweaty Betty brand internationally, Jennifer’s insight and advice will be invaluable to the board.”
Sey, who said she is a fan of the brand, noted that even though the company has “millions of loyal fans, there is still so much more potential on the international stage.”
The British activewear brand last month named Erika Serow president and chief executive officer for its U.S. business as the firm gears up for its expansion in the States. Serow began her new job on Jan. 18. Before that she was the retail practice leader for the Americas region since 2013 for Bain & Co., with a focus on the apparel sector.
Tamara and Simon Hill-Norton founded the company over 15 years ago. Tamara is the firm’s creative director. The brand is known for products at higher “premium” price points and seeks to distinguish itself from competing brands such as Lululemon with high-quality, cutting-edge fabrics and fashion-forward designs that can be worn for multiple sports and not just yoga.
Retail Group Whittington and Catterton are investors in the company. The investment from Catterton nearly a year ago for an undisclosed amount is helping to fuel the firm’s expansion in the U.S.