– USA, FL – European Wax Center, a leading beauty lifestyle brand franchise, announced today that it has appointed David P. Berg as Chief Executive Officer to lead the business in its next phase of growth.
Mr. Berg brings with him more than three decades of experience with leading consumer brands in retail, restaurant and hospitality, most recently serving as Chief Executive Officer at Carlson Hospitality. Prior to Carlson, Mr. Berg also held senior leadership roles at Bloomin’ Brands, General Nutrition Centers and Best Buy, among others.
Since its founding in 2004, EWC has been led by Co-Founder and CEO David Coba, who started the business with his brother Joshua. The Cobas built the company to nearly 700 units with a full suite of waxing services as well as a proprietary line of beauty products in the skincare, body, and brow categories. The Cobas will continue to be actively involved in the business, serving on the Board of Directors and as ongoing advisors.
David Coba commented, “We are so pleased to have David Berg join EWC at this important stage in the company’s growth trajectory. His proven leadership, strategic thinking and deep operational experience will be invaluable to EWC as we continue to scale and capitalize on the many opportunities ahead.”
“EWC has grown significantly since its founding 14 years ago, and now includes a broad network of centers, franchise partners and loyal guests,” said Mr. Berg. “I look forward to working with the team to build upon this foundation and continue to enhance and extend EWC’s offerings and reach.”
In addition to this leadership transition, EWC also has completed its previously-announced partnership with General Atlantic. Andrew Crawford, Managing Director and Global Head of General Atlantic’s Consumer sector commented, “We join David and Joshua Coba, and the rest of the EWC leadership team, in welcoming David Berg. We believe he will be a fantastic leader for the organization as the management team continues to build upon the strong foundation the Cobas have established.”
About European Wax Center
European Wax Center was founded by siblings David and Joshua Coba in 2004. The concept was simple: to bring the EWC unique waxing experience to women and men in a setting with a modern environment featuring crisp, clean lines, private waxing suites, and providing the most professionally trained waxing experts, with exceptional service. Now, a luxurious wax with proprietary beauty products can be incorporated into everyone’s beauty regimen, enabling everyone to reveal beautiful skin. In just fourteen years, EWC has grown from four centers to nearly 700 centers nationwide.
For more information, visit: http://www.waxcenter.com.
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