Monte Rosa Sports (MRS) has confirmed that main board director Knut Frostad will join Henri-Lloyd as executive chair from 1 March 2024.

Frostad is a Norwegian yachtsman who has sailed in several world championship-level events, including the Volvo Ocean Race and the Olympic Games.

Headquartered in Switzerland, MRS is the holding company for sportswear brands Henri-Lloyd, Odlo and Janus. As executive chair of Henri-Lloyd, Frostad will work alongside current CEO Graham Allen.

Frostad’s role will focus on finance and sales for the brand, whilst retaining his position on the Monte Rosa Sports Board.

“I’m delighted that Knut has chosen to join our business,” says Allen. “He has an exceptional standing within the yachting and boating industry. We’re looking forward to having the benefit of his wealth of knowledge and expertise as we rebuild the Henri-Lloyd business.”

Hugo Maurstad, chair of Monte Rosa Sports adds: “As a four-time participant in the Volvo Ocean Race, Knut has an excellent understanding of the Henri-Lloyd brand. He will be a huge asset to our business as we focus on strong growth in the next several years.

“Knut’s career in business is as distinguished as in sport: he successfully led The Volvo Ocean Race for many years before becoming CEO for marine electronics company, Navico, in 2019. He has an exceptional track record of motivating people and taking brands and businesses to the next level. We are lucky to have him on board.”

Frostad will divide his time between the Henri-Lloyd headquarters in Manchester, UK, the MRS headquarters in Zug, Switzerland, and Alicante, Spain, where he lives with his family.

Last year, Henri-Lloyd embarked on a significant step change in its British heritage brand as it celebrated its 60th anniversary, returning to the wholesale market and also appointing Kestin Hare, founder and creative director of Scottish-based menswear brand, Kestin, as creative director.

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