ABG postpones completion of Boardriders acquisition as future licensees named

Translated by

Nicola Mira


Jul 18, 2023

Authentic Brands Group (ABG) is pushing ahead with the Boardriders group’s acquisition, although seemingly less quickly than expected. Boardriders, a group that owns several board sport brands (Quiksilver, Roxy, Billabong, DC Shoes, RVCA and Element, among others), was snapped up by US brand-management giant and serial buyer ABG in spring. The acquisition, valued by US financial sources at $1.25 billion, was set to be finalised on July 31. But US board sport magazine Shop Eat Surf (SES) reported that, in a meeting at its California headquarters, Boardriders has announced that the acquisition’s completion date has been pushed back to August 31.


SES also reported that the group has nevertheless made progress in terms of its future commercial organisation. Following the business model of ABG, which retains the rights to its brands but finds licensees for production and distribution, Boardriders is said to have identified some of its brands’ future licensees.

According to SES, which received information from Boardriders employees present at the meeting, the group has picked licensees for the US market. O5 Apparel will reportedly handle wholesale distribution for Quiksilver. Roxy will reportedly source footwear from Aldo, swimwear from Levy Group, and performance apparel from 2253. Centric Brands will instead be the children’s products licensee for all the group’s brands.

ABG also seems to have decided to place a large part of the business in the hands of a company they are well acquainted with, Liberated Brands, which already handles Volcom, a board sport brand that ABG bought from Kering in 2019. SES said that the agreement hasn’t yet been formalised, but that Liberated Brands will operate Billabong and RVCA, as well as taking care of DTC sales for both brands and also Quiksilver and Roxy.

Contacted by FashionNetwork.com, ABG has not yet confirmed the news, nor specified the kind of structure it is looking for in other regions where the group is operating. The developments are followed closely in Australia, where various Boardriders brands are based, and in Saint-Jean-de-Luz, in the south-west of France, home to Boardriders’s European headquarters.


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