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Liberated Brands & Authentic Brands Group Deepen Partnership With More Brands In More Markets

Press release:
Liberated Brands deepend partnership with Authentic Brands Group as Key Partner for Iconic Action and Outdoor Sports Brands Across Australia, New Zealand, Thailand and Indonesia.

Liberated Brands and Authentic Brands Group announced an expansion of their strategic partnership, with Liberated stepping in to take on Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua and more across Australia, New Zealand, Thailand and Indonesia.

Through the partnership, Liberated takes on the operations of the brands’ extensive retail network of more than 200 locations, as well as e-commerce and marketing operations for the group of globally renowned action brands across Australia, New Zealand, Thailand and Indonesia. Supporting a seamless transition, 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’s expertise in transforming action sports brands into full lifestyle offerings, combined with Authentic’s industry-leading brand development capabilities, empowers the brands to welcome a fresh infusion of energy. The partnership offers new perspectives that embrace the rich heritage of each brand while preserving the principles they are revered for.

“We are excited to welcome a new chapter of growth for these iconic brands,” said David Brooks, EVP, Action & 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.

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