Peter Caldwell

Peter Caldwell is an influential figure in the European boardsports industry, and has played a key role in establishing a number of brands in the UK and Europe.

Brands that Peter has launched and grown within the UK under the distributor model since 1985 include Reef, O’Neill Wetsuits, Arnette Sunglasses, Oxbow Clothing, Gaastra Sails & Clothing, Gath Helmets, Bite Footwear, and Dragon Goggles and Glasses.

He set up his first Joint Venture in 2000 with Jack O’Neill to sell O’Neill wetsuits across Europe, and subsequently set up independent European Joint Venture with Firewire, Freewaters, Stance & Deus ex Machina.

During this time Peter has also been heavily involved in retail setting up own brand (Reef, O’Neill) and multi brand (Nation) stores in high street, shopping mall and airport locations.