Footasylum taps Gymshark for new CEO

Mercer, who will join the sportswear retailer at the start of May, will help execute the brand’s next transformation and internationalisation phase of its growth strategy.

She replaces David Pujolar, who left abruptly last month after two years.

Mercer joins from Gymshark where she was global general manager for wholesale, retail and franchise with global P&L responsibility.

In her role, she was responsible for the global expansion of the brand’s retail, franchise and wholesale channels, driving profitable growth and market share gains across its international markets.

Prior to that, Mercer spent more than six years at Adidas and held senior leadership positions at Nike, Harrods, House of Fraser and Bicester Village owner Value Retail.

Stephan Rahmede, senior representative of Footasylum owner Aurelius WaterRise, said: “Hannah is a highly credible retail leader with experience building and scaling omnichannel brands across streetwear, sportswear and premium retail.

“She combines strong commercial discipline with a clear understanding of how commercial excellence, category management, brand and community drive engagement in our business.

“We are confident that she will further develop Footasylum’s customer experience as a leading athleisure fashion retailer. Aurelius is looking forward to working closely with her as Footasylum builds on its momentum and continues to scale.”

Mercer said: “Footasylum is a brand with a powerful identity, a highly engaged customer base and a unique position in youth culture. 

“I have long admired the business and the way it connects with its communities, and I am excited to work with the team to build on these solid foundations. With strong momentum across the business, I see significant opportunity for further growth, both in the UK and internationally.”