Surf Brand Shakeup: Billabong, Volcom, RVCA, and More Affected

Originally posted on SURFER | By Dashel Pierson | Last updated Dec 11, 2024 3:24 PM ET

The surf brand landscape, like the ocean it revolves around, is an ever-changing arena. And recently, a surge whipped through the OG surf brand lineup, knocking many offboard and astray.

Authentic Brands Group (ABG) – which owns Billabong, Volcom, RVCA, Quiksilver, Roxy, and others – has pulled the licenses from Liberated Brands, and distributed them to new operators. Now, this move is a corporate quagmire for any non-business-savvy civilian (ahem, yours truly), but thankfully, we have our surf industry watchdog friends at Shop-Eat-Surf to break it down for us:

“Authentic has found new wholesale partners in the U.S. and Canada for Volcom, RVCA, Billabong men’s and women’s, and Spyder, according to our reporting, including:

"O5 Apparel, which already has the wholesale license for Quiksilver in North America, will take Billabong men’s and women’s.

"The Levy Group, which has the Roxy Swim and outerwear license, will take Volcom.

"RVCA is likely going to a new company that reportedly has deep ties to the industry but the backers are still under wraps.

"Spyder is going to Outdoor Collective.”

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Back in September of 2023, ABG acquired a haul of legacy surf brands for $1.2 billion, which included: Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua, and Boardriders. That acquisition also came with a load of layoffs. After the dust of the deal was settled, Liberated Brands was granted licensing rights for a large swath of the brands. But now, as laid out above, some of the biggest names in surfing are going elsewhere for distribution.

Why?

According to David Brooks, Authentic EVP action and outdoor sports (via Shop-Eat-Surf):

“At Authentic, we understand and respect the responsibility that comes with owning legacy brands and are committed to making thoughtful decisions that ensure their long-term success.

“As part of this commitment, we have made the strategic decision to move certain brand operations from Liberated Brands to new licensees. These partners will bring necessary investments in product innovation, marketing, and strengthening relationships with specialty customers and retailers while delivering exceptional experiences to consumers."

Lots of corporate mumbo-jumbo. But it sounds like, perhaps, despite Liberated Brands’ experience with legacy brands in the surf industry, after the September 2023 acquisition, they were served a plate a little too hearty. And maybe ABG is looking to break that up into separate servings.

How will this affect the surfers who ride for these brands? That remains to be seen.

And the the folks who work at these brands? As we've seen in past transitions like this, layoffs are undoubtedly coming. The exact timing on that announcement isn't clear at this time, but sources close to SURFER indicate that inevitably the axe will fall. Stay tuned; this is an ongoing story.

This article first appeared on SURFER and was syndicated with permission.

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