Authentic taps Liberated for Quiksilver, Billabong, Roxy, RVCA, Honolua, and Boardriders brands

Authentic Brands announced on Wednesday a new agreement with  Liberated Brands to be the retail and e-commerce operator for its Quiksilver, Billabong, Roxy, RVCA, Honolua and Boardriders brands in the U.S. and Canada. 

Moreover, Liberated will become the license partner and wholesale distributor in the U.S, and Canada for Billabong, RVCA and Honolua adult sportswear, activewear, swimwear, outerwear, headwear and base layer products.

As the core licensee and operating partner for Authentic-owned brands Volcom and Spyder, Liberated is a specialist in brand building, technical design, specialized retail, athlete ambassador management, action and outdoor sports marketing and digital expertise.

“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.”

The New York-based brand management firm said it will announce additional partners in the coming months as it expands it roster of brands across categories and territories.

“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 Brands has clocked a bevy of acquisition in recent months, including Hunter, Boardriders, Ted Baker, and Rockport.