Authentic Brands Group (Authentic), the owner and licensor of a wide range of active lifestyle brands, has inked a long-term partnership deal with BR South Pacific (BRSP) to transition the licenses of its action and outdoor sports brands across Australia, New Zealand and the South Pacific region.
“This move secures the future of more than 200 branded retail stores, wholesale and e-commerce platforms, safeguarding retail presence, supporting local jobs, and ensuring continued access to the brands for communities across these markets,” Authentic said in a media release. “The partnership paves the way for long-term growth and ongoing success for Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Spyder, and Volcom.”
As part of this transaction, an affiliate of Liberated Brands, the brand’s former licensee in the region, has been acquired and is now part of the Caprice Australia group of companies. The newly formed division operating under Caprice is named BR South Pacific, marking a new era of locally driven leadership and a renewed focus on brand innovation.
In December 2023, Liberated reportedly assumed operation of the brand’s 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.
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 Brands filed for Chapter 11 bankruptcy protection in early February 2025.
“We are thrilled to announce the acquisition of these world-renowned brand operations and licensing partnership with Authentic,” said Paul Cannon, CEO of BR South Pacific. “With a shared vision of enhancing the experience for consumers, both online and in-store, we look forward to introducing seamless shopping experiences, curated collections and unique activations that resonate with a dedicated and growing audience.”
The company said consumers can expect to see a renewed focus on “sustainability and authenticity with plans to reinvigorate product lines and expand into new markets while staying true to the brands’ values.”
“We are incredibly proud to bring these businesses back to an Australian-owned brand operator,” Cannon continued. “We are looking forward to working with the talented Australian teams that will continue to operate the business moving forward. These brands have a profound impact on shaping surf culture worldwide, and we are committed to honouring that legacy whilst evolving to inspire and connect with next generation.”
David Brooks, EVP of Action and Outdoor Sports, Lifestyle at Authentic, said, “We’ve worked closely with Caprice Australia to put the right partnership in place. Their understanding of the market, combined with the experience of the existing management team, puts us in a strong position to grow these brands. Quiksilver and Billabong were born in Australia, and this region remains central to their identity. BRSP is the right team to help carry that legacy forward.”
Wesley Chu, president of Asia Pacific, Authentic, said the partnership marks the beginning of an exciting new chapter for the affected brands in the region.
“Caprice joins Authentic’s global network as a pinnacle partner, bringing exceptional leadership in sourcing, brand management, and market execution. With Authentic’s expertise in brand-building and BRSP’s deep local insight, we are confident that this partnership will strengthen the brands’ presence and deliver enhanced consumer experiences across Australia, New Zealand, and the South Pacific region.”
Image courtesy Volcom/Authentic Brands Group
