Authentic Brands Group – the US owner of Australian-born brands Quiksilver, Billabong and Roxy – has chosen Caprice Australia as the new South Pacific licensee for its nine surf and lifestyle brands.
Under the new deal, multi-category soft goods manufacturer Caprice has launched a new division called BR South Pacific (BRSP) to tackle the incoming brands that already have a large presence across Australia through retail, wholesale and online.
BRSP takes over the operations of more than 200 of the brands’ retail stores and e-commerce across Australia, New Zealand, Thailand and Indonesia, which was previously run by an affiliate with Liberated Brands – an American licensing company that filed for bankruptcy earlier this year.
The other six brands being taken on by BRSP include RVCA, DC Shoes, Element, VonZipper, Spyder and Volcom.
“We are thrilled to announce the acquisition of these world-renowned brand operations and licensing partnership with Authentic,” BRSP CEO Paul Cannon said.
“With a shared vision of enhancing the experience for consumers, both online and in-store, we look forward to introducing seamless shopping experiences, curated collections and unique activations that resonate with a dedicated and growing audience.”
In the wholesale area, the surf and lifestyle brands are stocked locally at the likes of City Beach, Surf, Dive ‘n Ski, Myer, Rebel, BCF and Surfstitch.
Cannon said the new deal brings the nine brands back to an Australian-owned brand operator.
“We are looking forward to working with the talented Australian teams that will continue to operate the business moving forward,” Cannon said. “These brands have a profound impact on shaping surf culture worldwide, and we are committed to honouring that legacy whilst evolving to inspire and connect with the next generation.”
According to a media release by Authentic Brands Group, customers can expect to see a renewed focus on sustainability and authenticity, with plans to reshape product lines and expand into new markets while staying true to each brands’ values.
“We’ve worked closely with Caprice Australia to put the right partnership in place,” Authentic EVP of action and outdoor sports and lifestyle David Brooks said.
“Their understanding of the market, combined with the experience of the existing management team, puts us in a strong position to grow these brands.
“Quiksilver and Billabong were born in Australia, and this region remains central to their identity. BRSP is the right team to help carry that legacy forward.”
Meanwhile, Authentic president of Asia Pacific Wesley Chu said the partnership marks the beginning of a new chapter for its brands in the region.
“Caprice joins Authentic’s global network as a pinnacle partner, bringing exceptional leadership in sourcing, brand management, and market execution,” Chu said.
“With Authentic’s expertise in brand-building and BRSP’s deep local insight, we are confident that this partnership will strengthen the brands’ presence and deliver enhanced consumer experiences across Australia, New Zealand, and the South Pacific region.”