Authentic Broadens Partnerships Across Multiple Regions


authenticAuthentic Brands Group (Authentic) is broadening its presence in significant markets by forging two new strategic alliances, one of which involves teaming up with BRJ Group to oversee the operations of the Boardriders business in Japan and Taiwan. Within this collaboration, BRJ Group, supported by SMBC Capital Partners, will assume control of the Boardriders business in Japan and Taiwan. This business encompasses renowned brands like Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, and Von Zipper. The current management team of Boardriders Japan and Taiwan will lead BRJ Group, assuming integral responsibilities for the development, production, and distribution of the entire range of brands. Sammy Yoo, a longstanding member with 13 years of experience within the legacy Boardriders’ portfolio, will continue to spearhead the business.

David Brooks, EVP of Authentic specializing in action and outdoor sports lifestyle, views the partnership with BRJ as a strategic move to fortify Authentic's presence in these crucial regions. Brooks highlighted that BRJ's deep understanding of local Japanese and Taiwanese cultures, combined with the management team's successful track record in fostering and distributing these renowned brands, aligns seamlessly with Authentic's expansion strategy.

Additionally, Authentic is extending its collaboration with Liberated Brands to introduce Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua, and others to Australia, New Zealand, Thailand, and Indonesia. Liberated will manage the brands' extensive retail network comprising over 200 locations, alongside handling e-commerce and marketing operations. Greg Healy, the former global and APAC president of Boardriders, will transition into a new role as Liberated’s president of APAC, responsible for devising a strategic growth plan for Liberated’s brand portfolio across significant regions.

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