Duell has confirmed Tomi Virtanen as permanent chief executive officer after a two-month interim period, concluding a leadership transition that began when Karl Magnus Miemois, former CEO, stepped down in March.

The decision comes during one of the toughest periods in Duell’s recent history. The Nordic powersports and cycling distributor reported a 6.6% decline in net sales during the first half of fiscal 2026 and lowered its full-year guidance, now expecting a 9% organic sales decline.

Virtanen only joined Duell in January as logistics director before stepping into the interim CEO role the day after Miemois announced his departure. Rather than recruiting an external turnaround specialist, the board promoted a leader already working inside the company’s operational core.

An operator, not an outsider

Duell’s biggest challenges are tied closely to inventory management, supply chains, and working capital efficiency, areas where Virtanen has built much of his career. He brings experience in international operations, aftermarket distribution, and distributor sales.

Anna Hyvönen, chair of the board, said Virtanen’s operational background and international experience provide “an excellent foundation” for strengthening the company and executing its strategy.

The new direction is already visible. In April, Duell established a dedicated Supply Chain organization focused on improving net working capital management, a move that carries clear signs of Virtanen’s influence. For distributors, inventory discipline often determines whether weak demand becomes manageable pressure or a prolonged financial problem.