Rapala appointed a new managing director from the owner’s family

Rapala VMC has appointed Cyrille Viellardin as the company’s new CEO from March 7, 2025. Current CEO Lars Ollberg will continue in his position until March 6, 2025, after which he will retire.

Viellard has worked at Rapala since 2014. He has served as the company’s vice president since 2023, while also being responsible for the group’s EMEA and Latin America business area. Prior to this, he worked in the management of the group’s European distribution companies and in business development and later led VMC Pêche, the group’s fishing hook business, since 2020. Viellard has been a member of the management team of Rapala VMC Group since 2015.

Viellard belongs to the family that owns more than 40 percent of Rapala. Acts as the chairman of the board Emmanuel Viellard.

The Viellards belong to the oldest industrial families in France. The roots of their company VMC go back to 1796, when the business was focused on manufacturing steel products such as steel wire, screws and bolts. In 1910, fishing hooks were added.

The Viellards became owners when Rapala bought the world’s largest treble hook manufacturer VMC Peche with their own shares in 2000. They became the largest owners in 2005.