News

Grundéns, producer of fishing apparel, waders and footwear, is planning for transformation and growth with the appointment of Janne Mahlamäki as its general manager for the Europe, Middle East, and Africa (EMEA) region.

With a wealth of experience and a proven track record in the outdoor and fishing sectors, Mahlamäki will continue Grundéns’ increased presence throughout these key territories.

In recent years, Grundéns says it has experienced remarkable growth and business evolution. With an expanded product portfolio, strengthened global presence and successful entries into new product categories and market segments, it has established itself as the trusted brand in the fishing and outdoor industry.

Janne’s appointment is seen as the next decisive step towards securing successful business growth and profitability across both established and growing markets within the region.

Nicolas Cederström Warchalowski, Grundéns recently appointed CEO, explained: “Mahlamäki's deep understanding of the market, combined with his unbridled passion for Grundéns' product categories, will be invaluable as we pursue our ambitious goals in the EMEA region. His impressive track record in business transformation will be instrumental in realizing our growth plans in the coming years,” stated.

For his part, Janne brings a wealth of experience, with over 15 years in leadership roles within the fishing apparel and outdoor industry. He has held leadership positions at well-respected companies such as Rapala and Jack Wolfskin. Most recently, he served as the general Mmnager for the Northern European region at Rapala.

Janne, who will be based in Helsinki and Gothenburg, said: “I am genuinely excited and deeply honored to join the Grundéns family. As a fourth-generation recreational fisherman, I’m not only impressed by the product line but also by the company’s dedication to long-term sustainable growth.

“With an eye on continued expansion and enhanced profitability, I eagerly anticipate exploring new business opportunities and crafting a compelling brand narrative.”