Authentic expands partnerships in Japan, Taiwan, Australia, New Zealand, Thailand, and Indonesia

Authentic Brands Group (Authentic) is expanding in key markets through two new strategic partnerships including a collaboration with BRJ Group to operate the Boardriders business in Japan and Taiwan.

Under this partnership, BRJ Group, backed by SMBC Capital Partners, will take the reins of the Boardriders business in Japan and Taiwan. The business includes iconic brands such as Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, and Von Zipper. 

The existing management team of Boardriders Japan and Taiwan will control BRJ Group, assuming crucial roles in developing, manufacturing, and distributing the entire portfolio of brands. Sammy Yoo, a 13-year veteran of the legacy Boardriders’ portfolio, will continue to lead the business. 

“This partnership with BRJ represents a strategic move for Authentic to strengthen our foothold in these important regions,” said David Brooks, EVP, action and outdoor sports, lifestyle, 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.”

Likewise, Authentic is expanding its strategic partnership with Liberated Brands to bring Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua, and more, across Australia, New Zealand, Thailand, and Indonesia.

Liberated will take on the operations of the brands’ extensive retail network of over 200 locations, along with e-commerce and marketing operations. 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 excited to welcome a new chapter of growth for these iconic brands,” added Brooks. ”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.”