Janne Mahlamäki Appointed General Manager EMEA at Grundéns


From Grundens:

Grundéns, is pleased to announce Janne Mahlamäki as the newly appointed General Manager for the Europe, Middle East, and Africa (EMEA) region. With a wealth of experience and a proven track record in the outdoor and fishing sectors, Mahlamäki will continue Grundéns growth and transformation journey across the region.

In recent years, Grundéns has experienced remarkable growth and business evolution. With an expanded product portfolio, strengthened global presence and successful entries into new product categories and market segments, Grundéns has firmly established itself as the trusted brand in the fishing and outdoor industry. Their commitment to developing industry leading products and exceptional service to the fishing community has cemented Grundéns’ reputation as the preferred brand for anglers, outdoor enthusiasts, and professionals across various industries.

With the appointment of Janne Mahlamäki as new General Manager of the EMEA region, Grundéns is taking the next decisive step towards securing successful business growth and profitability across both established and growing markets within the region.

“Mahlamäki’s deep understanding of the market, combined with his unbridled passion for Grundéns’ product categories, will be invaluable as we pursue our ambitious goals in the EMEA region. His impressive track record in business transformation will be instrumental in realizing our growth plans in the coming years,” stated Nicolas Cederström Warchalowski, Grundéns CEO.

Janne Mahlamäki brings with him a wealth of experience, boasting over 15 years in leadership roles within the fishing apparel and outdoor industry. He has held leadership positions at well-respected companies such as Rapala and Jack Wolfskin. Most recently, he served as the General Manager for the Northern European region at Rapala, a prominent name in the fishing and outdoor sector.

“I am genuinely excited and deeply honored to join the Grundéns family. As a fourth-generation recreational fisherman, I’m not only impressed by the product line but also by the company’s dedication to long-term sustainable growth. With an eye on continued expansion and enhanced profitability, I eagerly anticipate exploring new business opportunities and crafting a compelling brand narrative,” expressed Janne Mahlamäki.

Janne Mahlamäki hiring is effective immediately. He will primarily be based in Helsinki, Finland, and Gothenburg, Sweden, to oversee Grundéns’ operations and growth strategies in the EMEA region.


It began nearly 100 years ago on the west coast of Sweden, in the small fishing village of Grundsund when Carl A. Grundén began producing waterproof oil skins to protect North Sea fishermen from the hostile weather that often accompanied their jobs. Today, some things have changed but Grundéns commitment to supplying and supporting commercial fishermen, sport fishing enthusiasts and bass anglers remains. The brand offers the most versatile lineup of fishing outerwear, sun protection, footwear, and accessories available. Guided by “We Are Fishing,” the brand operates globally from Poulsbo, Washington and Boras, Sweden. Learn more at Grundéns.com


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