Inside Information: Duell Corporation appoints Tomi Virtanen as a CEO
The Board of Directors of Duell Corporation (“Duell”) has appointed Tomi Virtanen as the CEO of Duell, and he will start in this position immediately. Virtanen has served as a Duell’s interim CEO since March 5, 2026, and previously was heading the logistics operations from the beginning of 2026. Virtanen holds a Master's degree in engineering.
Virtanen has diverse leadership experience in various roles, including as CEO, from many international businesses. He has a strong track record in change management and systematically building profitable growth. In addition, he has been responsible for supply chain management aftermarket business in various industries.
Duell is a leading wholesaler in the powersports and cycling aftermarket in the Nordic countries and is growing in selected markets in Europe. Duell wants to be the most desired partner for its customers and brands. Duell’s goal is to ensure profitable growth in all product groups. Duell’s CEO's focus will be to restore the profitable growth path, strengthen and secure the company’s market position in target markets and improve working capital efficiency.
The market situation has been challenging in recent years, with global crises affecting both demand and the procurement channel complexity. Seasonal fluctuations and volatility in consumer behaviour require agile response to the business environment changes and efficient supply chain management.
“Virtanen brings a comprehensive combination of wide leadership and business expertise. We believe that Virtanen’s experience in international operating environments, as well as his understanding of supply chain management, the specifics of distributor sales and customer-oriented operations, create excellent foundation to develop and strengthen our operations further, and ensure the implementation of the strategy in practice,” says Anna Hyvönen, Chair of the Board of Directors of Duell Corporation.
“As a company, Duell has a strong foundation and a lot of expertise. We have good opportunities to develop our operations further so that we can respond to changing market demands even better. Duell’s customers trust our ability to serve and offer a wide range to end customer needs. We want to be the best option in the market for our brands and dealers, and the most desirable place to work for our employees,” says Tomi Virtanen.
Duell Corporation
Board
Further information:
Anna Hyvönen, Chair of the Board of Directors
Duell Corporation
Pellervo Hämäläinen, Communications and IR Manager
Duell Corporation
+358 40 674 5257
pellervo.hamalainen@duell.eu
Certified Adviser
Oaklins Finland Ltd
+358 9 312 9670
Duell Corporation (Duell) is an import and wholesale company based in Mustasaari, Finland, established in 1983. Duell imports, manufactures, and sells products through an extensive distribution network in Europe covering approximately 8,500 dealers. The range of products includes over 100,000 items under more than 500 brands. The assortment covers spare parts and accessories for Motorcycling, Bicycling, ATVs/UTVs, Snowmobiling, Marine and Garden/Forest categories. Logistics centres are in Finland, Sweden, Netherlands, France, and the UK. Duell’s net sales in 2025 was EUR 127 million and it employs 200 people. Duell’s shares are listed on the Nasdaq First North Growth Market Finland marketplace. www.duell.eu.