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ABG expands Liberated partnership for Quiksilver, Billabong and more to Australia, New Zealand, Thailand and Indonesia

Authentic Brands Group has expanded its strategic partnership with Liberated Brands to take on Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua and more, across Australia, New Zealand, Thailand and Indonesia.

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Through the partnership, Liberated will operate the brands’ vast retail network of more than two hundred locations, as well as e-commerce and marketing operations for the brands across Australia, New Zealand, Thailand and Indonesia.

Under the new agreement, Greg Healy, global and APAC president of the former Boardriders company, will transition into a new role as Liberated’s president of APAC, overseeing a strategic growth framework for Liberated’s brand portfolio across key regions.

“We are thrilled to announce our expanded partnership with Authentic,” said Todd Hymel, founder and CEO of Liberated.

“With a shared vision of enhancing the retail experience for consumers, both online and in-store, we look forward to introducing seamless shopping experiences, curated collections and unique experiences that resonate with a dedicated and growing audience.”

Liberated Brands is a global leader in the sport, outdoor, and lifestyle apparel industry, boasting a 30-year history of  brand cultivation, sports marketing, and immersive storytelling. The group’s products are sold in more than 100 countries through select department and specialty stores, in over 400 of their company-owned and operated retail stores, and select online stores, including 48 company-owned websites.

“We are excited to welcome a new chapter of growth for these iconic brands,” said David Brooks, EVP, action and outdoor sports, lifestyle, Authentic.

“These regions hold a special significance for Quiksilver and Billabong, as both brands were born amidst the vibrant surf culture of Australia. There is no better leader than Greg to continue connecting the brands with an active and passionate community that shares our same love for surf and lifestyle.”

Additional information on the brands’ upcoming regional activity is expected to be announced in 2024, added the New York-based Authentic Brands.

The partnership comes just months after Authentic and Liberated inked a distribution deal for the same action and outdoor sports brands in North America in September this year.