Kenni Riise Appointed New CEO at O. Mustad & Son AS


Kenni Riise (43) has been appointed as the new CEO of the Verdane and Ard Group owned Mustad as of October 1st 2020.


Kenni Riise has gained extensive experience from several CEO and senior management roles from international brands from both mono- and multi-brand perspectives. In addition to his extensive commercial brand and market insight, he has a strong Supply Chain background, holding a Master’s in Supply Chain Management from Copenhagen Business School.


Most recently, Kenni Riise was CEO of the private-equity-owned GUBI in Denmark, where he spent the last 4 years of his career.


“Kenni Riise’s experience and personality is a strong match for the CEO challenge in Mustad. We need a profile with strong CEO experience, brand, and market insight as well as the logistical capability to optimize and leverage Mustad’s relatively integrated value chain. Mustad has a very strong brand name globally within the sports 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,” states Ulf Bjerknes, Chairman of Mustad.

“I am looking forward to joining the Mustad team and support them on their future journey. Their more than 180-year brand history, strong position, and awareness within the more and more relevant sports fishing market is a unique position for us to leverage the brand further globally,” adds Kenni Riise.

O. Mustad & Son AS is the world’s largest manufacturer of fishing hooks for sport and commercial applications. Founded in 1832 in Gjøvik, the Norwegian company offers a wide range of fishing products, such as lures, tools & knives, line & leader, terminal tackle, and apparel. The brand is present in more than 160 countries and covers all disciplines of sport fishing as well as industrial and traditional fishing. Mustad prides itself on innovation and quality, which drives its globally renowned brand.


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