Henri-Lloyd Appoints Chris Hammond as New CEO

Outdoor clothing brand Henri-Lloyd has announced the appointment of Chris Hammond as its new CEO, effective from 1 October.

Hammond brings extensive experience in both marine and consumer sectors, having previously served as chief digital officer at Helly Hansen and Musto. During his near-decade at Helly Hansen, he played a key role in scaling the brand’s global reach and building a high-performing digital and commercial team.

His wider career includes senior roles at Oakley and, more recently, as chief digital officer and operating partner at BlueGem Capital Partners. There, he worked with a range of European consumer brands, including Liberty London and Nutrimuscle, advising on digital strategy, operational improvements, and brand growth.

Knut Frostad, who has overseen Henri-Lloyd’s day-to-day operations since March 2024, will continue in his role as executive chairman and board member of parent company Monte Rosa Sport. The former CEO, Graham Allen, passed away on 8 March 2025, following a battle with cancer.

Frostad comments: “Chris is a fantastic appointment for us, bringing the right blend of leadership, digital expertise, and enormous knowledge of the sailing apparel industry. His experience within our world of sailing apparel will accelerate our journey to become the leading sailing brand while further enhancing our digital capabilities.

“As executive chairman, I remain 100 per cent committed to pushing our ‘sailing-first’ strategy. Supporting Chris as CEO, I am looking forward to continuing to leverage my experience, network and passion for Henri-Lloyd and sailing.”

Hammond expresses his excitement for joining the firm: “I’m incredibly excited to join Henri-Lloyd at such a pivotal moment in its journey. This is a brand with a remarkable heritage – trusted by some of the most iconic pioneers in sailing history – and it holds immense untapped potential. I look forward to working closely with Knut and the team to help restore Henri-Lloyd’s leadership in the sailing arena.”

Hugo Maurstad, board member and founder of Monte Rosa Capital, also shares: “Appointing someone of Chris’ calibre, with his knowledge of sailing apparel and digital, is a huge testament to the strength and heritage of the Henri-Lloyd brand. I speak on behalf of everyone at Monte Rosa Capital when I say we are delighted to have Chris join the team.”