Rod Williams, the new chief executive of surfwear and adventure wear company Hot Tuna, has vowed to build the business into a globally recognised brand with annual sales up to $20 million. Addressing a meeting of manufacturer Federation Group, whose shareholders voted in favour of buying 85 per cent of Hot Tuna intellectual property, he said the company's main strengths were that it offers a full range of women's apparel and is more fashion-oriented than its rivals.