Manchester-based activewear brand Adanola has strengthened its senior leadership team with a number of key hires.
Founded in 2015 by Hyrum Cook, Adanola has built a cult following, with high-profile fans including Kendall Jenner, Kaia Gerber and Rosie Huntington-Whiteley.
Last year, the company was valued at £400m when it secured a significant minority investment from US-based private equity firm STORY3 Capital Partners to fuel its global ambitions.
Erin Washburn (pictured) has been promoted to brand director after five years with the company. She said: “Five years at Adanola in genuinely the best role, team and brand. Couldn’t be more proud, excited and endlessly grateful to Hyrum Cook and (CEO) Niran Chana for the support. Vision boards are a real thing.”
Meanwhile, Gymshark’s former head of people, Ellen Graemer, has been appointed people director, while Georgina Bavalia is the new head of design.
The business operates primarily through a direct-to-consumer model, with a curated selection of wholesale partners including Selfridges, David Jones, Equinox, Ounass and Soho House.
The company appointed former Gymshark executive Niran Chana as CEO in June 2024, who played a key role in scaling Gymshark during his time as chief commercial officer.
Cook has been included in BusinessCloud’s Founder 250 list, which recognises 250 of the UK’s best founder-led and founder-influenced businesses.
Founder 250 is sponsored by RSM UK, CG, OBI and Mercia Ventures.