Oy Sultrade, one of the major distributors of sports products in Finland and the Baltic countries, has a new chief executive, Sari Rosin, replacing Risto Salo, the former CEO of Halti, who is leaving the company. Rosin, 46, will remain CEO of Oy Transmeri Ab, one of the subsidiaries of the large Transmeri Group, which acquired Sultrade in 2011. The two companies will continue to operate separately until further notice, but they are expected to benefit from exchanges of know-how in brand management, marketing and sales for fast-moving consumer goods. Sultrade, which had sales of €30 million last year, is no longer distributing Craft nor The North Face in Finland, but it has added the distribution of Bergans, Schöffel and Zo-On to a portfolio that includes Hestra, Mikasa, New Balance, Select, Speedo, Timberland and Umbro. While looking for other brands to represent in its territory, Sultrade is trying to develop sales of its proprietary outdoor brand, Catmandoo, which is now also available online.

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