Saxx Names Tom Berry Chief Executive Officer

Saxx, the Vancouver-based men's underwear brand, has appointed Tom Berry as chief executive officer, effective immediately. He replaces Wendy Bennison, who led the company since 2017 and will transition to the board of directors in April 2024.

Berry brings extensive retail and brand leadership experience from previous roles at Ecco (as CEO Americas), Levi Strauss & Co., Tecnica, Salomon, and The North Face. His track record includes brand transformations, category extensions, and profitable partnerships.

Founded in 2006, Saxx is known for its patented BallPark Pouch technology, a hammock-shaped pouch integrated into each pair of underwear. The company holds 26 percent market share in Canada's premium men's underwear segment and maintains a 93 percent repurchase rate.

TZP Group, a private equity firm, made a strategic investment in Saxx in 2021. Berry acknowledged he had limited familiarity with the brand initially but recognized its expansion potential. He noted that men's self-care is gaining attention and that "Saxx can be a big part of that equation."

Berry emphasized the brand's unique technology and the passionate team behind it. He will base himself in Portland, Oregon, where Saxx operates a design office, while visiting Vancouver headquarters as needed.

Future priorities include strengthening U.S. growth and expanding complementary categories including activewear, sleepwear, and swimwear. Dan Galpern, Saxx board chairman and TZP Group partner, praised both the leadership transition and Bennison's "remarkable achievements" during her tenure.