Grundéns Hires Nicolas Cederström Warchalowski as Chief Executive Officer

September 14, 2023

Leading fishing brand embarks on the next chapter of global growth

Sept, 2023 (Poulsbo, WA)/OUTDOOR SPORTSWIRE/ – Grundéns, producer of the world’s leading fishing apparel and footwear, today announces the appointment of Nicolas Cederström Warchalowski as Chief Executive Officer. Nicolas brings a depth of international experience and a strategic vision that aligns with Grundéns mission to expand its brand globally and serve all anglers.

Nicolas Cederström Warchalowski most recently served as CEO of Rapala, a world leading sport fishing company with products sold in over 140 countries and the global leader in fishing lures, hooks, and fishing tools. He has over 25 years of consumer goods and outdoor brand leadership experience having lived and worked throughout Europe and North America in his career.  He served as CEO of Peak Performance and Haglöfs, market leading sport fashion and technical outdoor brands. He is a Swedish national and a keen fisherman since childhood.

“We’re delighted to welcome Nicolas to the Grundéns family. His deep global industry knowledge, strategic acumen and customer centric approach make him the ideal leader to guide Grundéns through its next phase of global expansion,” said Topher Gaylord, Chairman of the Grundéns board.

Under Nicolas’ leadership, Grundéns will continue to invest in research and development, product innovation, and sustainable manufacturing practices. This commitment to sustainability aligns with Grundéns’ core values, ensuring that the company remains a responsible steward for the places we love to explore.

“I have always admired the Grundéns brand, which first caught my eye on commercial fishermen on the west coast of Sweden. To see the Grundéns brand gain traction in the sport fishing market has really impressed me and I feel greatly honored to have the opportunity to build on the strong foundations of the brand and work closely together with all Grundéns team members to unlock the next chapter of growth for the business,” said Nicolas. “On a personal level, I look forward to experiencing the world-renowned fishing in the Pacific Northwest and see if I can catch my first steelhead wearing the new impressive looking Grundéns waders.”

Nicolas will relocate to Poulsbo, Washington to join Grundéns at their North American Headquarters and started work on September 11, 2023. This strategic move comes at an exciting time for Grundéns as it continues to expand its product lines, broaden its global footprint, and strengthen its position as an industry leader in performance fishing apparel and footwear.


It began nearly 100 years ago on the west coast of Sweden, in the small fishing village of Grundsund when Carl A. Grundén began producing waterproof oil skins to protect North Sea fishermen from the hostile weather that often accompanied their jobs. Today, some things have changed but Grundéns commitment to supplying and supporting commercial fishermen, sport fishing enthusiasts and bass anglers remains. The brand offers the most versatile lineup of fishing outerwear, sun protection, footwear, and accessories available. Guided by “We Are Fishing,” the brand operates globally from Poulsbo, Washington and Boras, Sweden. Learn more at Grundéns.com