Reid Pinder, a veteran of Billabong Europe, has been named managing director of Electric for Europe, the Middle East and Africa. His appointment goes with a series of initiatives being undertaken to expand the reach of this Californian brand of premium sports and lifestyle accessories, taken over by PPR two years ago. Pinder is a former Australian surf champion who started to work for Billabong Europe as brand manager back in 1992. He has also been in charge of Billabong's surf equipment division, and he has been a co-founder and a director of Eurosima, the European surf industry association. Pinder fills a place that has remained vacant since the departure last year of Olivier Dedieu, after 12 years in the post.

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