Background gives indications as to priorities for new Mustad CEO
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O. Mustad & Son’s third CEO from outside the industry in a decade does not take up his role until the beginning of next month, but there are already indications as to what his priorities may be.
Kenni Riise (43) takes his place at the top of the world’s foremost hook maker with a background steeped in supply chain management, in which he has a degree, and extensive experience in commercial branding and marketing.
He joins the group at a time when it is undergoing a strategy of expanding its product range to lessen its reliance on hooks, a move that has seen it acquire US braided line brand, TUF-Line, and introduce a range of accessories.
Mustad Chairman Ulf Bjerknes described the experience and personality of Riise as a ‘strong match’ for the group. “We need a profile with strong CEO experience, brand and market insight as well as logistical capability, to optimise Mustad’s relatively integrated value chain,” he said.
“Mustad has a very strong brand name globally within the sport fishing market while being the largest hook producer worldwide. This challenge, combining strong brand and market execution while gaining production scalability and efficiency, is a perfect match for Kenni.”
Riise said he would take advantage of Mustad’s 180-year brand history, strong position and awareness within an increasingly relevant sportfishing market to leverage the brand globally.
“I am looking forward to joining the Mustad team and supporting them on their future journey,” he said.
Riise was most recently CEO of private equity-owned GUBI, a Danish-based design company, where he spent the last four years. He replaces John Are Lindstad, who left the group in February.