Retail in Asia

In Markets

Authentic inks Boardriders distribution deal with BRJ for Taiwan, Japan

Authentic Brands Group has inked a new partnership with BRJ Group to operate the Boardriders business in Japan and Taiwan, which includes the brands Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element and Von Zipper.

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

With SMBC Capital Partners as its majority investor,BRJ Group will be controlled by the existing management team of Boardriders Japan and Taiwan. Under the agreement, the team will develop, manufacture and distribute the full portfolio of brands within the territories.

“This partnership with BRJ represents a strategic move for Authentic to strengthen our foothold in these important regions,” said Wesley Chu, EVP, APAC, Authentic.

“BRJ’s deep understanding of the local Japanese and Taiwanese cultures, coupled with the management team’s proven track record in brand development and distribution for these iconic brands, aligns seamlessly with our expansion strategy.”

The new partnership looks to ignite new opportunities for growth in Taiwan and Japan, “ensuring that Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element and VonZipper continue to be at the forefront of lifestyle and action sports culture in the region,” according to a press release.

The business will continue to be led by Sammy Yoo, president of Boardriders North Asia Pacific.

“We are thrilled to continue shaping the future of these iconic brands across Japan and Taiwan under BRJ,” said Yoo.

“Our team is dedicated to maintaining the essence of each brand while strategically growing their presence in these dynamic markets. Together with Authentic Brands Group, we look forward to creating memorable experiences for our customers.”

The news comes on the back of the announcement earlier this month that Authentic Brands has expanded its 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.