- Men’s underwear brand Saxx appointed Tom Berry as its new chief executive officer, according to a Tuesday press release.
- Berry succeeds CEO Wendy Bennison, who will stay on to support the transition before joining the brand’s board of directors in April.
- The new chief most recently served as the president and CEO of Americas at footwear brand Ecco. Berry also previously held various leadership roles at Levi Strauss & Co, Salomon and The North Face.
Berry’s experience in brand transformation, category growth and geographical expansion is well suited for Saxx’s current business, per the release.
"With Tom at the helm and the continued dedication of our team and retail partners, we are heading into an exciting future as we reach more men with innovative, technical and life-changing products," Dan Galpern, chairman of the Saxx board and partner at Saxx investor TZP Group, said in a statement.
Bennison exits the CEO position after joining Saxx in 2017 and successfully tripling its business, per the release. Saxx said it sells 10 pairs of underwear every minute and holds a 93% customer repurchase intent.
The underwear brand launched its first metaverse shopping activation earlier this year with the debut of a virtual store. The store experience — which was made in partnership with Emperia — featured cooling apparel from Saxx’s DropTemp collection.