Authentic Appoints Liberated Brands as Key Partner

Authentic Brands Group is expanding its strategic partnership with Liberated Brands (Liberated), 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 two hundred locations, as well as e-commerce and marketing operations for the group of 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,” says Todd Hymel, founder, chief executive officer, 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.”   

“We are excited to welcome a new chapter of growth for these iconic brands,” says David Brooks, executive vice president, 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.” 

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Additional information on the brands’ upcoming regional activity is expected to be announced in 2024.