UK Surf Brand Finisterre’s North American Expansion

CEO Will Sheane and North America President and GM Chris Evans, formerly of Vissla and Patagonia, are focused on quality over quantity when it comes to growing the brand’s U.S. wholesale relationships.
Published: October 7, 2024

When Finisterre CEO Will Sheane joined the U.K. surf brand full-time in the throes of the pandemic in 2021, he set two main goals for the company. The first was “dialing up” the core of the business.

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Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series