Active Brands, the parent company of brands such as Kari Traa, Sweet Protection, Dæhlie, Johaug and Bula, has promoted Øystein Bråta to the role of CEO. He succeeds Christophe Merkel, who has been appointed Chairman of the Board after three years in the CEO position.
Bråta has extensive experience in leadership positions at Active Brands, including Chief Operating Officer and General Manager of several of its brands. Before joining Active Brands, Bråta gained valuable experience as Investment Director at Holta Invest. Bråta will take up his new position on Jan. 1, 2024
Moving from CEO to Chairman of the Board effective immediately, Merkel will work closely with Bråta to further develop the entire Active Brands platform and execute the company’s growth strategy. Starting from a market-leading position in Scandinavia, the group’s goal is now to accelerate business in North America and Central Europe.
