After initiating the purchase of Boardriders in early spring, the American giant Authentic Brands Group officially announced the completion of the operation on 1st September, following a slight delay.
The surf sports company, which also owns Quiksilver, Billabong, RVCA, Element, DC Shoes, VonZipper, Boardriders, a multi-brand outlet, and the Honolua Surf brand, has now joined the group created and run by Canadian millionaire Jamie Salter.
“With the completion of this acquisition, Authentic’s annual retail sales now exceed US $ 29 billion globally,” the company announced.
The teams who sell and produce Volcom could compete against many Boardriders brands in North America, according to reports in the American trade press.
Giving production and distribution licences to partners in various regions is how Authentic develops its brands. Although the American operation’s early plans appear to be in place, it is still unclear who will be chosen as partners for the European operation and what the future holds for the several teams at the European headquarters in Saint-Jean-de-Luz, in the French Basque Country.
