Nidecker Group acquires boardsports brands Etnies, éS, Emerica and ThirtyTwo

Sole Technology was one of the few remaining independent players in the boardsports industry. The Californian group, which owns the skateboard brands Etnies (sponsor of French champion Aurélien Giraud), éS and Emerica, as well as the snowboard label ThirtyTwo, was still owned by its founder, the Frenchman Pierre-André Senizergues, a former world skateboarding champion who launched his first brand in the United States in the 1980s.

The owner and founder, who has lived through the heyday of skate shoe brands, as well as the hard slowdown in the market in recent years, is selling his labels after almost 40 years at the helm. The Frenchman has reached an agreement with another independent player in the sector, the Swiss family group Nidecker, a specialist in alpine boardsports, for an undisclosed sum.

“It has been an incredible journey, building these beloved brands from the ground up and watching them grow,” said Pierre André Senizergues, founder and CEO of Sole Technology. “I’m convinced that Nidecker, with its long history and rider-specific values, is the perfect new home for Etnies, éS, Emerica and ThirtyTwo. We share the same values, and they represent the next generation with the energy and scale to ensure our brands can thrive in new and exciting ways.”

The Nidecker Group already has Nidecker, Yes, Jones, Rome and Bataleon in its brand portfolio. Founded 137 years ago, it is run by the latest generation of the family, brothers Cédric, Xavier Nidecker and Henry Nidecker, who have turned the group’s business around, internationalised it and initiated external growth. Nidecker does not disclose its sales figures, but its various brands make it a major player in the world of snowboarding. It is now extending its universe to skateboarding.

“We have a deep admiration for Pierre and what he has built. His journey from humble beginnings to the creation of iconic brands is nothing short of inspirational,” said Henry Nidecker, CEO of the Nidecker Group. “We are honoured to continue the heritage of these brands, preserving their authenticity and commitment to quality. Our shared values and commitment to the action sports community will together take us to new heights.”

According to specialist media outlet Shop-Eat-Surf, the Swiss group will take over operations of Sole Technology’s brands and the US group’s Goleta site will be closed. Pierre-André Senizergues will continue to manage the skate brands as CEO and will retain a minority stake in the brands.