Reef Announces Hiring of New CEO

Fernando and Santiago Aguerre, founders and owners of the San Diego-based footwear company Reef, announced that Bob Rief will join the company as CEO. Rief’s experience includes stints as general manager with Merrill Footwear and Nike Golf. Both Fernando and Santiago Aguerre will remain involved with management, but Rief will manage the company on a day-to-day basis.

The hiring of the new CEO comes a few weeks after the hiring of Dave Mellon as director of product, design, and merchandising. Fernando Aguerre will continue to serve as chairman of Reef, and both Fernando and Santiago will still concentrate on global growth of the Reef brand.

Reef specializes in all types of beach, sport, technical, and casual sandals, as well as active, casual footwear.