Authentic announced it partnered with the BRJ Group to operate the Boardriders business in Japan and Taiwan, which includes Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, and Von Zipper.
BRJ Group, with SMBC Capital Partners as its majority investor, will be controlled by the existing management team of Boardriders Japan and Taiwan. Under the agreement, the team will develop, manufacture, and distribute the brand portfolio within the regions.
“This partnership with BRJ represents a strategic move for Authentic to strengthen our foothold in these important regions,” said David Brooks, EVP of action/outdoor sports and lifestyle at Authentic. “BRJ’s deep understanding of the local Japanese and Taiwanese cultures, coupled with the management team’s proven track record in brand development and distribution for these iconic brands, aligns seamlessly with our expansion strategy.”
Authentic said the business will continue to be led by Sammy Yoo, a 13-year veteran of the Boardriders’ portfolio.
“We are thrilled to continue shaping the future of these iconic brands across Japan and Taiwan under BRJ,” said Yoo, president of Boardriders North Asia Pacific. “Our team is dedicated to maintaining the essence of each brand while strategically growing their presence in these dynamic markets. Together with Authentic Brands Group, we look forward to creating memorable experiences for our customers.”
“The partnership is set to ignite new opportunities for growth, innovation and engagement, ensuring that Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, and VonZipper continue to be at the forefront of lifestyle and action sports culture in the region,” said Authentic.
Photo courtesy Authentic
