The surf industry is experiencing a significant shakeup, as Authentic Brands Group (ABG), the owner of several iconic surf labels, pulls licensing rights from its former partner, Liberated Brands, and redistributes them to new operators.
ABG, which acquired a portfolio of legacy surf brands for $1.2 billion in September 2023, has made the decision to move key brands like Billabong, Volcom, RVCA, and others to new wholesale partners in North America. These changes affect a range of brands, including Quiksilver, Roxy, Spyder, and DC Shoes, with licensing rights previously granted to Liberated Brands now being reassigned to fresh faces within the industry.
According to sources at Shop-Eat-Surf, the new distribution arrangements are as follows:
- O5 Apparel, which already handles Quiksilver’s wholesale in North America, will now take over the distribution of Billabong men’s and women’s apparel.
- The Levy Group, which holds the Roxy Swim and outerwear licenses, will now manage Volcom’s distribution.
- RVCA, a brand with deep industry roots, is expected to transition to a new company, though its backers remain undisclosed.
- Spyder will be shifted to Outdoor Collective.
This restructuring follows ABG’s purchase of several major surf brands, including Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua, and Boardriders, as part of a $1.2 billion deal last year. The acquisition brought significant changes, including layoffs, and shifted the operational strategy of these legacy brands. After the dust settled, Liberated Brands had been granted the license to manage many of these brands—but with the new move, ABG appears to be rethinking its approach.
David Brooks, Executive Vice President of Action and Outdoor Sports at ABG, explained the shift:
“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,” Brooks said. “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.”
While Brooks’ statement emphasizes a commitment to strengthening the brands, the corporate changes point to a significant recalibration of ABG’s strategy for these surf icons. Liberated Brands, despite its track record with these names, may have found the weight of managing so many legacy brands to be too much after the large-scale acquisition.
The impact of these shifts on the athletes who represent these brands remains uncertain. Surfers affiliated with these companies may see changes to their sponsorships or the brands they represent, though no specifics have been provided.
In addition, employees at these brands may face uncertainty as corporate transitions often lead to restructuring and layoffs. Sources close to SURFER suggest that, while timing is unclear, job cuts are expected as part of this ongoing transformation.
This story is still developing, and more updates are likely to follow as ABG’s restructuring plans unfold. Stay tuned for further details.
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