Changes at Sweaty Betty as parent group seeks growth
The parent group of gymwear and activewear brand Sweaty Betty, Wolverine Worldwide, has announced a series of changes that it says will improve the brand’s performance and fuel growth globally.
Wolverine, principally an outdoor footwear group, acquired London-based Sweaty Betty in 2021.
Changes that it will put into effect include bringing the brand under the control of its international business group, which is also based in London. This will include a number of cost-saving measures, including job losses in the UK and the consolidation of office space in London.
“These decisions were not taken lightly but are necessary to position Sweaty Betty for long-term success,” said the activewear brand’s chief executive, Julia Straus. Another important change is that Ms Straus will leave the business in June to return to the US to be closer to family. A search for her successor is already under way, Wolverine said.
President of the group’s international business division, Isabel Soriano, said: “I am excited about the future opportunities for Sweaty Betty, leveraging the full resources and expertise of our global team to support and enable the brand’s mission to empower women around the world through fitness and beyond.”
