Authentic Brands Group (Authentic), a global brand development, marketing and entertainment platform, today announces that it has entered into a new long-term agreement with its strategic partner, Liberated Brands (Liberated), to be the retail and e-commerce operator for its newly acquired brands Quiksilver, Billabong, Roxy, RVCA, Honolua and Boardriders in the US and Canada. Additionally, Liberated will become the license partner and wholesale distributor in the US and Canada for Billabong, RVCA, and Honolua adult sportswear, activewear, swimwear, outerwear, headwear and base layer products.
“We are honored to step into the role as the key operating partner for this iconic group of brands and take on core categories for Billabong, RVCA and Honolua," said Todd Hymel, CEO of Liberated Brands. "This partnership marks an exciting chapter that taps into our company’s commitment to creating distinct brand experiences through product innovation. With a deep-rooted passion for the essence of each brand, we look forward to growing these brands in the US, Canada and beyond.”
As the core licensee and operating partner for other Authentic-owned leading action and outdoor sports brands Volcom and Spyder, Liberated brings unparalleled capabilities in brand building, technical design, specialized retail, athlete ambassador management, action and outdoor sports marketing and digital expertise.
“We are thrilled to expand our partnership with Liberated,” said Nick Woodhouse, President and CMO at Authentic. "As evidenced by their focus on the growth of Volcom and Spyder, Liberated’s unwavering commitment to innovation and community engagement makes them the ideal partner to take on Billabong, RVCA and Honolua, as well as the retail operations for the best lifestyle brands inspired by skate, surf and snow. Together, we look forward to implementing our strategic vision for growth and expanding the brands’ presence in the US and Canada.”
Authentic will announce additional partners in the coming months and leverage its proprietary platform and expertise to expand the brands across categories and territories.