Petri Joins …Lost Holdings

Leading surfwear and fashion company …Lost Holdings announced that Rick Petri, a surf-industry veteran, will join the company as its president on Dec. 1.

It will be a new position of the more than 23-year-old Irvine, Calif.–headquartered company, said Joel Cooper, Lost’s chief executive officer. Petri will be in charge of merchandising, marketing and sales for both Lost’s men’s and women’s divisions. The executive vice presidents running sales and marketing for those divisions will report to Petri.

“We are thrilled to have Rick join the team,” Cooper said. “He is well respected in the industry, has an impeccable track record and brings the kind of leadership that can help grow our business.”

For future growth, Lost plans on working with its retail partners. “We plan to grow business within our existing distribution,” Cooper said. “We do plan on capturing more floor space within our existing distribution.”

Lost is sold at core surf shops such as BC Surf Shop in San Clemente, Calif., and at specialty retailers such as Tilly’s Inc. and Pacific Sunwear of California Inc.

Petri’s last worked at the Rip Curl label as its executive vice president and chairman of men’s surfwear. He also worked as vice president for men’s merchandising and design for the O’Neill label.

Lost also sells hardgoods and is ranked as one of the surf industry’s top surfboard makers. Petri said that it gives the company an edge in a competitive market. “The strength of Lost Surfboards gives us authenticity at a core level that is unmatched,” he said. “I see a big growth opportunity.”

…Lost designs and produces men’s and boys’ styles as well as accessories such as sandals, beach towels and hats. In 2014, the label launched Sea Gypsies, a contemporary line for women.