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Published
Mar 18, 2013
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Peter Smith moves up to CEO Europe for Hurley

Published
Mar 18, 2013

Since the beginning of the year, Hurley has a new head of its European operations. The surf brand of the Nike group has promoted Peter Smith to general manager Europe. Smith was previously sales director Europe since June 2011. He is taking over from Allen Johnson who is now vice-president international, responsible for all international subsidiaries of the Hurley brand.

Nike recently announced it would be shutting down Nike Surf to develop Hurley (photo: Hurley)


Prior to joining Hurley, whose European offices are in San Sebastian and Barcelona, Spain, Smith headed up business development for Volcom in Europe. He left in 2011 when his vision for the brand no longer coincided with the new owner’s plans.

Previously, Peter Smith worked as brand manager for Oakley in Europe between 2001 and 2006 and headed up exports at Eagle between 1996 and 2001. From 1994 to 1996, he managed European sales and distribution of the Sperry Top Sider and Keds brands.

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