Surfwear retailer Rip Curl appoints Ashley Reade as new chief executive

A global surf brand based in Torquay has chosen a former local with international experience to lead it into the future.

KMD Brands group chief executive Brent Scrimshaw with newly appointed Rip Curl boss Ashley Reade. Picture: KMD Brands.

Surfing giant Rip Curl has found a new chief executive, marking the end of a six month search for a leader.

Owner KMD Brands has announced that Ashley Reade will take the reins as boss of the iconic retailer.

Before joining the surfwear company, he served as vice president and general manager for Nike in their Pacific division.

Despite boasting an impressive resume, Mr Reade said this was his crowning achievement.

“Rip Curl is the ultimate surfing company, and joining this iconic brand as CEO is a career-defining moment,” he said.

“Having spent the last 20 years celebrating sport and its central role in the lives of customers worldwide, I’m excited to bring that same passion to surfing and the lifestyle it represents.”

Mr Reade is set to join the business in the coming months — right around the controversial relocation of their Torquay warehouse in May.

A KMD Brand spokeswoman said the decision to leave its home of 55 years in favour of Melbourne’s booming western suburbs was “not made lightly.”

“KMD Brands acknowledges the commitment and dedication of our longstanding warehouse crew … [who] have been offered permanent jobs … or the option to take redundancy,” she said.

The company’s headquarters and retail store will continue to operate out of its current address.

Rip Curl was first started in Torquay by Doug “Claw” Warbrick and Brian Singer back in 1969.

Previously based in Shanghai, Mr Reade will now call the Surf Coast home again after growing up in the region.

KMD Brands managing director Brent Scrimshaw said he believed the appointment would make Rip Curl the “number one surf brand” on the planet.

“Ashley has a proven track record of fostering deep consumer connections, building world-class teams, and driving outstanding growth,” he said.

Rip Curl’s last chief executive, Brooke Farris, resigned in October 2024 after a three year tenure.

She took on a number of roles, including women’s general manager and head of women’s accessories, in her 14 year employment.

Originally published as Surfwear retailer Rip Curl appoints Ashley Reade as new chief executive