Swedish fly brand appoints new CEO to target growth

Scandinavian fly fishing tackle supplier Guideline has appointed a CEO with special responsibility for its growing markets in the US, Norway and its Swedish homeland.

Espen Myhre will join the company on January 1 as the brand continues to strengthen its global positioning and navigate an increasingly complex international business environment.

“This leadership structure ensures a clear focus on product development, innovation, markets and customers – while continuously working to minimise our total footprint on nature,” said the company.

“The rebalance of the top management is a proactive change to better meet increased administrative and governance demands resulting from international expansion and more subsidiaries. It is a natural step in the company’s development.”

Former CEO/CFO, Thomas Carlsson, will continue as CFO, leading finance and administration. “Together with Mathias Gårdlund, Head of Supply Chain and Business Services, and Fredrik Ljunggren, as Sales Director, the leadership team is well positioned to strengthen and grow Guideline globally,” added Guideline.