Quiksilver Inc. has changed its corporate name to Boardriders Inc. The new name is intended to represent the company’s full range of action sports brands — Quiksilver, Roxy and DC Shoes — unified by the boardriding culture and heritage.
In February 2016, the company’s U.S. entity emerged from Chapter 11 reorganization and began an aggressive turnaround program led by its management team and the Special Situations team for funds managed by Oaktree Capital Management, L.P. Since that time, the company has right-sized its cost structure, re-engineered its global development engine, streamlined distribution and reduced excess inventory.
“The renaming of our company signifies the beginning of a new day at Boardriders. Our teams around the world have been building our resurgence brick-by-brick. Their passion and tireless execution, along with the loyalty of our customers, suppliers, and partners, has allowed us to complete the restructuring phase of our turnaround and to begin shifting our focus to growth,” said Pierre Agnes, CEO of Boardriders. “As we pivot to growth, we think it is important to recognize the importance of all three of our iconic brands, and the passion of the boardriding culture that those brands support.”
Dave Tanner, managing director at Oaktree and chief turnaround officer for the company added: “We are very proud of the progress in our turnaround program. The company has spent the last 18 months focused on rebuilding its foundation from the bottom up, and the results are showing. While we will always maintain the discipline of our new ways of running the business, we are excited to begin to turn our focus toward serving our customers and consumers within the boardriding community in new and innovative ways. While our industry dynamics continue to be challenging, this is a company that is now prepared to be playing less defense and more offense.”
In addition to the name change, Boardriders is entering into a new partnership with Accor Hotels to integrate the Quiksilver and Roxy brands into its new Jo & Joe hospitality concept. The first Boardriders store in the Americas will be opening on the Pacific Coast Highway in Malibu, CA in Fall 2017.
Boardriders is also celebrating the launch of the Quiksilver Generations campaign, which celebrates the past, present and future of the brand heading toward the 50th anniversary of Quiksilver in 2019.
Photo courtesy Quiksilver
