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Wolverine appoints new Sweaty Betty global brand president

Wolverine World Wide has announced the appointment of Melissa Mullen as global brand President of Sweaty Betty, nearly two years after the U.S. firm acquired the British activewear brand in August 2021, from L Catterton.

SEE ALSO: L Catterton sells Sweaty Betty to Wolverine World Wide

A consumer-focused and omnichannel retail leader veteran, Mullen boasts experience from various senior executive roles with global fashion, athletic, and footwear brands. Most recently, she served vice president and general manager of UK and Ireland for Jo Malone London. Here, she was responsible for all commercial operations in these two key markets, including stores, eCommerce, and wholesale, a role she held for four years.

Prior to joining Jo Malone London, Mullen worked at Nike for more than eight years in a variety of e-commerce and merchandising roles across Europe, Asia, and North America. These included serving as senior director of Nike direct retail in the UK and Ireland, and as senior director of global expansion.

In her role as Sweaty Betty president, Mullen will report to Isabel Soriano, president of Wolverine Worldwide’s London-based international group. She succeeds Julia Straus, who as previously announced is returning to the United States with her family.

“Melissa’s proven track record with consumer-obsessed global athletic and fashion brands makes her the ideal leader to help propel Sweaty Betty forward, and I’m extremely excited to welcome her as its next Global Brand President,” said Soriano. “Her deep omnichannel experience and industry knowledge will help position the brand for long-term success.”

In 1998, Tamara and Simon Hill-Norton founded Sweaty Betty with a focus on pioneering the women’s premium activewear category in the UK. In 2015, L Catterton became a strategic partner in the brand and since that time, the brand has grown into a worldwide success.

Founded in 1883, American firm Wolverine Worldwide’s brand portfolio includes Merrell, Hush Puppies, Saucony, Sperry, and Sweat Betty, among others.