Fair Harbor Names Bethany Muths President

Fair Harbor has hired its first president.

The sustainable swim and lifestyle brand founded by siblings Caroline and Jake Danehy has brought Bethany Muths on board in the newly created position.

“It’s been a decade since we launched our brand, so our 10th anniversary is the perfect inflection point to bring her on and take the business to the next level,” said Jake Danehy. “Bethany has tremendous experience in marketing, merchandising  and planning, and we’re confident she will help us drive further omnichannel growth. Her proven track record and focus on the customer will play a pivotal role propelling us into our next growth phase.”

Muths had previously served as chief marketing and customer officer for Mizzen+Main for three years and had also been chief brand officer of Ivory Ella, a brand dedicated to helping elephants, as well as head of brand for the Brazil-based footwear brand Schutz.

Bethany Muths

Bethany Muths

Courtesy of Fair Harbor

Fair Harbor was founded in 2014 and created a sustainable men’s swim brand named for the favorite summertime haunt of the Danehy family, Fair Harbor on Fire Island, N.Y. Since then, it has expanded into a number of other categories as well as womenswear.

The brand started as strictly direct-to-consumer, but now counts more than 500 wholesale accounts. It had opened a store in SoHo in the summer of 2022 but that closed in January. “Retail is still on our long range plan, but we are focused on e-commerce and wholesale at the moment,” Jake Danehy said. Also in 2022, Fair Harbor received an undisclosed capital investment from Broad Sky Partners, a private equity firm that partners with middle market business services and consumer companies. The investment marked the brand’s first institutional capital funding. Sales are believed to be around $53 million.

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