Industry veteran Suzy Biszantz is getting back into the golf space.
Biszantz, who has more than 25 years’ experience including running the Greg Norman Collection business, has been named chief executive officer of G/Fore, a golf brand founded by Mossimo Giannulli and operated by Peter Millar, which is owned by Richemont.
The appointment was effective Jan. 1.
Biszantz will report to Scott Mahoney, CEO of Peter Millar, and will be responsible for overseeing G/Fore’s business operations, developing strategies to optimize efficiency and drive growth. She will oversee all departments and work closely with Giannulli who continues to serve as chief creative officer for the business.
Most recently, Biszantz was group president at Centric Brands for both its men’s and women’s brands, overseeing operations for Hervé Léger, Joe’s Jeans, Hudson Jeans, Buffalo Jeans, Zac Posen and Izod. She also played a pivotal role in creating and launching Favorite Daughter.
Prior to Centric, she served as CEO of La Perla’s North American division and while at Greg Norman, which was a division of Reebok at the time she was there, Biszantz helped position the business for a sale to Adidas. Early in her career, Biszantz also worked for Ashworth, another well-known golf brand.
With Biszantz at the helm, G/Fore is hoping to grow rapidly within the golf space by focusing on international expansion, expanding its wholesale offering and updating its direct-to-consumer positioning.
G/Fore was founded in 2011 by Giannulli and sold to Peter Millar in 2018. Giannulli, who is best known for starting the Mossimo brand in 1986, introduced G/Fore as a lifestyle collection influenced by golf. In 2020, Giannulli, an avid golfer who is married to actress Lori Loughlin, was sentenced to five months in prison for paying a half-million in bribes for the couples’ daughters to gain admission into the University of Southern California.
