Action sports and beach culture company Lost Holdings announced the newest addition to their executive team and appoints Rick Petri as president. Effective December 1, Petri will be directly responsible for all aspects of business, including men’s and women’s apparel as well as accessories.

Previously, Petri served as executive vice president and chairman of the men’s surfwear category at Rip Curl USA, managing all men’s product categories. Prior to that, he spent six years with American surfbrand O’Neill, where he held a range of managing positions, including marketing director and director of men’s merchandising and design.

“Rick’s appointment strengthens our global brand, with his extensive experience in the industry,” said Lost Holdings CEO Nick Agakanian.