Authentic Brands Group has expanded its Boardriders Japan deal to include Volcom and Spyder, according to a Tuesday press release.
The new agreement is an extension of a previous partnership between Authentic and Boardriders Japan, which Authentic abbreviated to BRJ in the release. The original agreement covered the regional business for Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element and VonZipper.
Effective immediately, BRJ will manage retail, wholesale and e-commerce operations for all nine action, surf and outdoor sports brands across Japan.
“BRJ has consistently demonstrated strong operational capabilities, from dynamic retail execution to design-driven product development,” David Brooks, executive vice president of Action and Outdoor Sports, Lifestyle at Authentic, said in the release. “We are confident this expansion will deliver meaningful growth and brand impact across Japan.”
Once Volcom and Spyder are integrated into the BRJ portfolio, the brands will refocus their design, performance and experience strategies for both online and in-store retail, per the release. The company added that the deal “marks the final phase” of its regional transition strategy for this group of brands.
“We are honored to take on this next chapter with Volcom and Spyder,” Sammy Yoo, president of BRJ, said in the release. “These brands resonate strongly with Japanese consumers, and we look forward to elevating their presence through premium retail, digital engagement, and compelling product assortments that reflect both their unique DNA and local market needs.”
Wesley Chu, president of Asia Pacific at Authentic, said Japan is a cornerstone market for the company’s portfolio.
“This expansion is not only a testament to BRJ’s outstanding execution but also a reflection of our long-term commitment to deepening consumer connections in Asia,” Chu said in the release. “With Volcom and Spyder, we see tremendous opportunity to scale brand influence through community, creativity, and differentiated retail experiences.”
Authentic recently entered into a long-term partnership with the Caprice Australia group of companies to transition and manage operations for Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Spyder and Volcom across Australia, New Zealand and the South Pacific region. Caprice acquired the operational arm of the regional business after Liberated Brands declared bankruptcy and closed all its stores earlier this year.
