Translated by
Rocío ALONSO LOPEZ
Posted on
4 sept. 2023
The acquisition has been completed. After initiating the acquisition of Boardriders in early spring, US giant Authentic Brands Group has officially closed the deal on September 1, after a slight delay.
Billabong
The boardsports giant, owner of Quiksilver, Billabong, Rvca, Element and DC Shoes, as well as the VonZipper brand, the Boardriders multi-brand network and the Honolua Surf brand, joins the broad portfolio of brands of the group founded and managed by Canadian billionaire Jamie Salter. The group already owned Vision Streetwear, Airwalk, and Volcom.
“With this acquisition, Authentic’s annual retail sales now exceed $29 billion worldwide,” the group said.
“Authentic is currently rolling out its proven branding and value creation program and will shortly announce a list of the best partners from around the world to help brands take their growth to the next level,” he added. .
According to indiscretions in the specialized US press, the teams that distribute and develop Volcom could take control of several brands of Boardriders on the other side of the Atlantic.
Authentic has the particularity of entrusting partners with production and distribution licenses in different territories to develop their brands. While the first plans seem to be ready for the American business, it remains to be seen who will be the selected partners for the European business. And what will be the future of the great teams at the European headquarters in Saint-Jean-de-Luz, in the French Basque Country?
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2023-09-04 19:20:50
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