Andreas Adenauer, CEO of the Californian surf brand O’Neill since 2007, has left the company.

Per an announcement by the Board of Directors of Logo International B.V., which bought O’Neill in 2007, both parties have terminated their working relationship.

“This decision came about after both parties realized a difference of opinion in relation to the short term strategy of O’Neill and the manner and pace in which it needed to be implemented,” said Tom Heidman, CEO of Logo International B.V.

O’Neill, nevertheless, will remain committed to its strategy to safeguard and build the authenticity of the brand while operating closer to the needs of its consumers, the company says.

During the past year and a half under Adenauer’s leadership, O’Neill had begun reorganizing its business to become more vertical, with an emphasis on product and retail.

Following the departure of Adenauer and up until the appointment of a new CEO, Heidman will take over the management of the day-to-day operations and work closely with Arjan Kaaks, CFO/COO.