Cyrille Viellard Takes the Helm as New CEO of Rapala VMC Corp

Leadership Transition at Rapala VMC Corporation

In a significant shift within the company's structure, Rapala VMC Corporation has announced the appointment of Cyrille Viellard as its new President and CEO, effective March 7, 2025. This decision marks a pivotal moment for the organization as it looks to build on its strengths and find new growth opportunities in the fishing industry.

Cyrille Viellard's Vision for the Future

Cyrille Viellard, who has been a part of Rapala VMC since 2014, takes the reins following the retirement of Lars Ollberg, who has dedicated over 45 years to the company in various capacities. Lars has expressed his confidence in Cyrille’s leadership, emphasizing his extensive industry experience and a clear vision for the future.

Gratitude for Leadership Legacy

In a statement, Chairman Emmanuel Viellard acknowledged the invaluable contributions of Lars Ollberg. He highlighted Lars' pivotal role in stabilizing the company over recent years and credited him for fostering unity and trust within the organization during his tenure.

A Plan for Stability and Growth

Reflecting on the past, Lars noted that his leadership focused on navigating through challenges, stating, "I am pleased with Cyrille's appointment. His strong background and deep understanding of our business will drive our company forward. The continuity he brings is essential for maintaining our momentum and developing new avenues for growth. Over the past decade, we have seen various changes in leadership. We believe this appointment will foster the stability we need."

Cyrille Viellard's Background and Experience

Before becoming Deputy CEO in 2023, Cyrille held multiple roles within the company focusing on European distribution management and business development. He has been instrumental in leading the Group's EMEA and Latin America business regions. Cyrille is an MBA graduate from ESSEC Graduate School of Management in Paris and brings a wealth of experience from his time with Selectarc Welding & Brazing Group and Bosch Group. His history with Rapala VMC gives him a robust understanding of the company’s operations and market dynamics.

Strategic Goals Ahead

Expressing his appreciation for the support he has received, Cyrille said, "I extend my deep gratitude to Lars for his exceptional dedication, leadership, and the trust he has cultivated among our stakeholders. With our solid team, I am excited to continue executing our strategic roadmap to strengthen our operational excellence while enhancing the reputation of our renowned brands."

About Rapala VMC Corporation

Rapala VMC Corporation stands as the world's leading company in fishing tackle. With a vast distribution network, it leads the market in fishing lures, treble hooks, and related tools. The company's main manufacturing facilities are strategically located in Finland, France, Estonia, and the UK. Its diverse brand portfolio showcases industry leaders such as Rapala, VMC, Sufix, 13Fishing, and Okuma across Europe. The group's impressive financial performance is illustrated by net sales reaching EUR 222 million this year, employing around 1,400 people across 40 nations. The company has been listed on the Nasdaq Helsinki stock exchange since 1998.

For more information, you can reach out to Investor Relations through Tuomo Leino at +358 9 7562 540.

Frequently Asked Questions

Who is Cyrille Viellard?

Cyrille Viellard is the newly appointed President and CEO of Rapala VMC Corporation, effective March 7, 2025.

What role did Lars Ollberg play in Rapala VMC?

Lars Ollberg served as President and CEO and contributed significantly to the company for over 45 years before retiring.

What is Rapala VMC Corporation known for?

Rapala VMC is recognized as a leading fishing tackle company, specializing in fishing lures, hooks, and related tools.

When did Cyrille Viellard join Rapala VMC Corporation?

Cyrille Viellard joined the company in 2014 and has held various positions, including Deputy CEO since 2023.

What are the future goals for Rapala VMC under Mr. Viellard?

Cyrille aims to enhance operational excellence and exploit new growth opportunities as he leads the group forward.

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