Authentic expanded its partnership with Liberated Brands to help build the Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua, and other businesses in Australia, New Zealand, Thailand, and Indonesia.
Authentic entered into a new long-term agreement with Liberated Brands in September 2023 to be the retail and e-commerce operator in the U.S. and Canada for the brands it acquired from Boardriders. Authentic closed on the Boardriders deal on September 1, 2023.
Liberated had been named the operating entity for the Volcom brand when Authentic acquired it from Kering in 2019. The company became the new home of the Spyder brand after its acquisition by Authentic.
Authentic owns a minority stake in Liberated.
Through the expanded partnership, Liberated reportedly assumes operation of the brands’ retail network of over 200 locations in designated markets, including e-commerce and marketing operations for the group of action sports and street lifestyle brands in Australia, New Zealand, Thailand, and Indonesia.
To facilitate the transition, Authentic said in a release that “Greg Healy, global and APAC president of the former Boardriders company, will transition into a new role as Liberated’s president of APAC, overseeing a strategic growth framework for Liberated’s brand portfolio across key regions.”
“We are thrilled to announce our expanded partnership with Authentic,” said Liberated founder and CEO Todd Hymel. “With a shared vision of enhancing the retail experience for consumers, both online and in-store, we look forward to introducing seamless shopping experiences, curated collections and unique experiences that resonate with a dedicated and growing audience.
“Liberated’s expertise in transforming action sports brands into full lifestyle offerings, combined with Authentic’s industry-leading brand development capabilities, empowers the brands to welcome a fresh infusion of energy. The partnership offers new perspectives that embrace the rich heritage of each brand while preserving the principles they are revered for,” the company’s articulated in their release on the expansion of their deal for the former Boardriders brands,” continued Hymel.
“We are excited to welcome a new chapter of growth for these iconic brands,” said David Brooks, EVP of action & outdoor sports, lifestyle, at Authentic. “These regions hold a special significance for Quiksilver and Billabong, as both brands were born amidst the vibrant surf culture of Australia. There is no better leader than Greg to continue connecting the brands with an active and passionate community that shares our same love for surf and lifestyle.”
Photo courtesy Authentic
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For more SGB Media coverage of Liberated Brands and the former Boardriders business, click on the headlines below.
Liberated Adds Billabong, RVCA and Honolua to Licensee Portfolio
Authentic Appoints EVP to Manage Former Boardriders Brand Portfolio
