WILSON, N.C. — Brad Cates has been named CEO of Sarreid Ltd., following one year as chief operating officer of the company.

Partners Alex Sarratt, Charles A. Hoffman Jr. and Charlie Mauze will continue to serve as the Wilson, N.C.-based company’s board of directors. They say the move is the culmination of a succession plan.

“The three of us have always been very hands-on and integrally involved in the day-to-day activities of this very unique, entrepreneurial company,” said Hoffman. “We needed an executive who would not only keep the spirit alive, but who could take the reins and move Sarreid into the next half century. Then along came Brad Cates, and we recognized that he had the same passion and energy for the business that we all shared.”

Cates, an industry veteran, brings to the position more than two decades of experience in sales, marketing and operations.

“In finding someone with all the skills and energy necessary to propel the company in this way, a lot of good things all came together at one time, at the right time,” said Hoffman. “We’re very excited about what’s going on, where we are and what’s about to happen. We feel so fortunate that Brad has found his home with the Sarreid family. It’s a perfect fit and one that will stand the test of time.”

When the pandemic hit, Cates acted quickly to overcome the challenge of the canceled spring market by harnessing video and implementing other digital tools to help promote a new, greatly accelerated go-to-market strategy.

“Today’s consumers demand immediate gratification and that is directly reflected in everything we do at Sarreid, from how we’ve organized our warehousing system to our marketing and purchasing. As a company, we don’t partner with massive, million-square-foot facilities,” Cates said.

“Thanks to deep relationships with eight boutique factory partners across four countries, we have more product on the water, on purchase orders, than we’ve had in probably a decade or more. We know this is the time to increase market share, and we’re on a good path, making quantum leaps in growth that are reflected in our sales.”

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