Wave Catching Client Could Change Creative Council

Steve’s breakdown: Billabong, which was bought by Quiksilver, actually spends more than Quiksilver, Roxy, and DC Shoes brands combined. And now that they have new American owners, there might be some changes in agency relationships.

HUNTINGTON BEACH & Irvine, CA: Two of the leading surfwear brands will be riding the waves together.

Boardriders Inc., which operates the Quiksilver, Roxy, and DC Shoes brands, has signed an agreement to acquire all of the shares of Billabong Ltd. of Australia. (Boardriders, based in in Huntington Beach, Calif., is a subsidiary of Oaktree Capital Management.) The combination of the two companies will create one of the world’s leading action sports companies with more than 630 stores in 28 countries, 7,000-plus wholesale customers in more than 110 countries, and e-commerce capabilities in 35 countries.

On the closing of the transaction, Dave Tanner, currently managing director at Oaktree and chief turnaround officer for Boardriders, will become CEO of Boardriders. Pierre Agnes, currently CEO of Boardriders, will become president of Boardriders.

“The combination of these two leading action sports companies, which include a broad range of iconic brands with deep heritage in surf, snow and skate, is very exciting for all of us who share a passion for outdoor action sports,” said Tanner. “We are committed to preserving the autonomy, creativity, and unique cultures of all the brands while we leverage our best-in-class operating platform to accelerate the growth of the brands globally.”

The transaction will create the world’s leading action sports company with iconic brands in surf, skate and snow, including: Quiksilver, Roxy, DC Shoes AND Billabong, RVCA, Element, Von Zipper and Excel.


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