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I SAW IT FIRST promotes director to CEO

Camilla Rydzek
17 November 2021

Manchester-based brand ISAWITFIRST has promoted Greg Pateras to the position of CEO, after he took the position of executive director in July 2021.

Brand founder Jalal Kamani has stepped into the role of Chairman.

Pateras joined the company from Matalan, where he spent three and a half years, arriving as Chief Operating Officer, before being promoted to deputy CEO in 2019.

ISAWITFIRST was the official clothing and sunglasses partner of the popular British reality TV-show Love Island this year, following successful partnerships in 2019 and 2020.

The hit dating show's seventh season aired this summer, with the brand providing both male and female Islanders with a whole new wardrobe. The brand saw huge success from the lucrative partnership deal in previous years, namely a 67% increase in sales month on month.

Mr. Pateras commented: “I am extremely proud and excited to be given the opportunity to lead this high growth business, working with supportive owners and a passionate team. We will continue to build on the good work to date and drive the business forward to help hit its ambitious targets.”

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