Appointed: 29 April 2021
Peter has had a hugely successful executive career across public company, private equity and founder-led environments. From 2007 to 2015 Peter was CEO of Helly Hansen where he delivered a step change in the performance of the brand, driving its transition from being a business focused on its local Scandinavian markets, to a globally recognised brand. Digital transformation was core to Peter’s leadership of Helly Hansen.
Peter has also held a number of senior advisory and non-executive roles, including working with leading private equity funds where he has advised a number of brands and digital consumer businesses within their portfolios, overseeing their growth and successful technology implementations. Earlier in his career Peter spent 13 years at Nike in a number of leadership roles across marketing, product and general management, working in the Nordics, Netherlands and USA at a time of rapid growth for the brand. Following his tenure at Nike, Peter joined Electrolux where he was responsible for brand and product driving a shift from an industrial agenda to a consumer centric one. He is currently a non-executive director of Dometic Group AB (listed in Sweden) and Fiskars Oyj (listed in Finland).