Plano's European Wax Center Announces New CEO Under Succession Plan, Creates New C-Suite Role

Plano’s European Wax Center Inc., a giant in the out-of-home waxing industry, has just announced a significant leadership shift. As of September 30, the reins will transition from David Berg to David Willis.

Willis, who is currently president and chief operating officer, will assume the CEO role. Berg will move into the new role of executive chairman of the board of directors.

In a statement, Berg praised Willis as a “world-class leader,” forecasting a bright future for the company under his stewardship and expressing pride in the company’s growth.

Under Berg’s leadership, the fast-growing franchisor and operator relocated from Florida to Plano’s Granite Park development in 2019.

Highlighting the company’s culture as its crown jewel, Berg said, “I am thankful for the best-in-class culture we have created — where our associates live our values, can be their authentic selves, and are able to do their best work.”

Berg boosted sales and centers

Board Chairman Andy Crawford praised Berg for his strategic vision. “He has executed a focused strategy for sustained growth and shareholder return” while expanding the company’s category leadership, Crawford said in a statement. The leadership transition, according to the chairman, underscores the board’s dedication to thoughtful succession planning and commitment to “building a strong bench of leaders.”

Since Berg joined European Wax Center in 2018, the company has increased network sales at double-digit rates and more than doubled its bottom-line performance. After a successful IPO in 2021, European Wax Center has consistently met or exceeded its earnings guidance, and in 2022, returned more than $200 million to shareholders through dividends and share repurchases.

Leadership experience and moves

But Willis isn’t the only one seeing an elevated role. European Wax Center also announced the promotion of Gavin O’Connor, formerly Chief Legal and Human Resources Officer. Effective September 30, he’ll step into a newly minted position of chief administrative officer, adding to his current responsibilities.

In this role, O’Connor will assume responsibility for the company’s supply chain and technology functions, in addition to his current responsibilities of legal, talent, ESG, and risk management.

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