Lost Holdings appointed Rick Petri as president, a new position.

Petri will be directly responsible for all aspects of the business, including men’s apparel, women’s apparel and accessories, effective Dec. 1, 2015.

“Rick’s appointment strengthens our global brand, with his extensive experience in the industry,” said Lost Holdings CEO Nick Agakanian. “Rick has the all-around skills – including merchandising, marketing, and sales – to capitalize on the resources we bring to the table.”

For the last 27 years, Petri has been involved in the surf industry, most recently having served as executive vice president and chairman of the men’s surfwear category at Rip Curl USA. There he managed all men’s product categories and strategized with the Rip Curl team on marketing, sales, and retail initiatives. Prior to that, Petri spent six years with O’Neill where he held a range of management positions, including marketing director, brand manager for accessories and footwear, director of men’s merchandising and design, finally serving as vice president of men’s merchandising and design

“We are thrilled to have Rick join the team,” said Joel Cooper, CEO of Lost International. “He is well respected in the industry, has an impeccable track record, and brings the kind of leadership that can help grow our business.”

Co-Founder Matt Biolos is thrilled with the appointment and looking forward to working with Petri, he said.

“I am excited to finally get to work with Rick who is both a friend and a veteran in the industry,” co-founder Mike Reola added. “I can’t think of anyone who understands the Lost DNA better than Rick – from the surfboards, to the clothing, to the San Clemente culture.”

Regarding his new role with Lost Holdings, Rick said, “Joining the …Lost team is an opportunity I could not turn down. I have known the people at Lost for many years, and I see a big growth opportunity. The strength of …Lost Surfboards gives us authenticity at a core level that is unmatched. I look forward to this new venture.”