True Religion appoints former American Apparel exec as interim CEO
True Religion's CEO John Ermatinger is stepping down, and will be replaced by interim chief executive officer Chelsea Grayson while the company looks for a permanent replacement.
Grayson has been on the Los Angeles-based denim company's board of directors for a year, and will step down from her role as chair of the audit committee for her new position.
The former CEO and board member of American Apparel, Grayson brings a unique experience with handling company distress to her new role: American Apparel went into two bankruptcy spirals soon after Grayson made her way to the top spot, while True Religion filed for Chapter 11 in July of last year, only to emerge a few months later.
“The things that worked really well at American Apparel, which made us a nice target for that acquisition, were focusing on improving and enhancing the customer experience,” Grayson said. “At True Religion, we are starting from a much better place.”
In her new role, Grayson will continue to lead the company as it works to revive itself and refresh its public image, boosted by collaborations with Bella Hadid and Manchester United. In addition, she will also monitor company plans to expand into streetwear, grow the brand’s social-media presence and revamp its e-commerce arm.
Prior to her time at True Religion and American Apparel, Grayson served as a consultant for private-equity funds.
Departing CEO Ermatinger joined the company in 2015, previously serving as the CEO of the Asia/Pacific region for Tommy Hilfiger, the president of the Asia/Pacific region for Gap, and as president of the America's for Levi Strauss, among other executive and managerial roles.
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