KMD Brands announces Rip Curl brand CEO appointment

KMD BRANDS LIMITED W kmdbrands.com

KMD Brands Limited
ASX / NZX / Media announcement

24 March 2025

KMD Brands announces new Rip Curl CEO

KMD Brands Limited (ASX/NZX: KMD, KMD Brands or the Group) is pleased to announce the appointment
of Ashley Reade to Chief Executive Officer (CEO) of Rip Curl. Ashley will join the Group in the coming
months and will sit on the KMD Brands Executive Team, reporting to Group CEO Brent Scrimshaw.
Ashley brings two decades of global experience to Rip Curl, joining the iconic Australian surf brand from his
role as Vice President & General Manager of Nike Pacific, where he was responsible for growing the region
to an AU$1 billion business. At Nike, Ashley also held strategic leadership positions at the World
Headquarters in Portland, Oregon, overseeing global sales for Women’s Sportswear and Men’s Training.
Prior to this, he was based in Shanghai, China, where he was responsible for teams that oversaw the
strategic account portfolio – including two of the top five global retail partners.
Brent Scrimshaw, Group CEO and Managing Director KMD Brands, commented: “Ashley has a proven track
record of fostering deep consumer connections, building world-class teams, and driving outstanding growth.
I’m thrilled to welcome him to KMD Brands and look forward to a partnership that will elevate Rip Curl to be
the number 1 surf brand worldwide.”
Incoming CEO of Rip Curl, Ashley Reade said: “Rip Curl is the ultimate surfing company, and joining this
iconic brand as CEO is a career-defining moment. Having spent the last 20 years celebrating sport and its
central role in the lives of customers worldwide, I’m excited to bring that same passion to surfing and the
lifestyle it represents.”
Ashley grew up in Victoria and spent his summers surfing and exploring the iconic Surf Coast where Rip Curl
was founded. He looks forward to being based at the brand’s global headquarters in Torquay, Victoria.
ENDS
For media and investor enquiries, please contact enquiries@kmdbrands.com