Authentic Expands Deal With Liberated to Bring Action and Outdoor Brands to New Regions

Authentic Brands Group has expanded its partnership with Liberated Brands to bring its action and outdoor sports brands to new regions across the globe.

Through the partnership, Liberated will oversee retail, e-commerce and marketing operations for the Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua and more brands across Australia, New Zealand, Thailand and Indonesia.

“We are thrilled to announce our expanded partnership with Authentic,” said Todd Hymel, Liberated founder and CEO. “With a shared vision of enhancing the retail experience for consumers, both online and in-store, we look forward to introducing seamless shopping experiences, curated collections and unique experiences that resonate with a dedicated and growing audience.”

In September, Authentic closed what was said to be a $1.25 billion deal to buy Boardriders, the action sports company that owned Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua and Boardriders. That same month, Authentic announced a deal to make Liberated its retail and e-commerce operator for Quiksilver, Billabong, Roxy, RVCA, Honolua and Boardriders in the US and Canada. Liberated also became Authentic’s license partner and wholesale distributor for Billabong, RVCA and Honolua in the U.S. and Canada across several categories. Liberated is also the core licensee and operating partner for the Authentic-owned Volcom and Spyder brands.

Global and APAC president of the former Boardriders company Greg Healy will oversee brand growth across these new regions in his new role as Liberated’s president of APAC.

“We are excited to welcome a new chapter of growth for these iconic brands,” said David Brooks, EVP, action and outdoor sports, lifestyle, Authentic. “These regions hold a special significance for Quiksilver and Billabong, as both brands were born amidst the vibrant surf culture of Australia. There is no better leader than Greg to continue connecting the brands with an active and passionate community that shares our same love for surf and lifestyle.”