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Kenni Riise Joins Mustad As New CEO

Kenni Riise Joins Mustad As New CEO

Gjøvik, Norway — Kenni Riise (43) has been appointed as the new CEO of the Verdane and Ard Group owned Mustad as of October 1, 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 the logistical capability to optimize and leverage Mustad’s relatively integrated value chain. Mustad has a very strong brand name globally within the fishing sport 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 sport fishing market is a unique position for us to leverage the brand further globally,” adds Kenni Riise.

About Mustad

Every year since 1877, more anglers worldwide put their trust in Mustad than any other brand to catch their fish of a lifetime. Sold in over 160 countries, Mustad hooks are the world’s best-selling brand and regarded for strength, sharpness, and quality. Every Mustad fishhook is made from wire drawn at the Mustad Factory, in operation for over 180 years in the town of Gjøvik, Norway. Mustad brands include UltraPoint Hooks, Mustad Classic Hooks, Signature Fly Hooks, Terminal Tackle, Tools, and Line including newly acquired TUF-Line. Mustad’s portfolio of legendary hook styles includes KVD Elite Series Treble Hooks, Slow Death Hooks, Demon Perfect Circle Hooks, and the groundbreaking Grip-Pin Series. For more information, visit or @mustadfishing on Facebook and Instagram.



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