Luxury golf and lifestyle brand G/Fore, owned by Richemont, has appointed Scott Ruerup as its CEO. He will report directly to Scott Mahoney, the CEO of Peter Millar.

Ruerup began his career at Oxxford Clothes before joining Peter Millar in 2011, where he held the position of VP and later became president. 

During his tenure at Peter Millar, he played a key role in overseeing commercial operations and driving brand expansion across the company’s apparel divisions.

In his new role at G/Fore, Ruerup is responsible for managing the company’s global business strategy and daily operations. 

His mandate focuses on accelerating sustainable commercial growth, strengthening brand equity, driving product development, and expanding the brand’s international footprint within the broader Richemont portfolio.

Reflecting on the leadership change, Mahoney noted that Ruerup’s decade-long tenure at Peter Millar provided him with a clear understanding of the company’s business model, customer base, and internal culture. 

“Under his leadership, G/Fore will continue building upon its position as a leader in high-performance, fashion-forward golf footwear and apparel, expanding into a broader premium lifestyle brand,” said Mahoney.

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