Authentic Brands Group announced on Wednesday a new long-term licensing partnership with BR South Pacific for its action and outdoor sports brands across Australia, New Zealand, and the South Pacific region.
The brands represented in the new deal include Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Spyder and Volcom, according to a press release from the New York-based Authentic Brands, which owns the portfolio of brands.
As part of the new transaction, an affiliate of Liberated Brands, the brands’ former licensee in the region, has been acquired and is now part of the Caprice Australia group of companies. The newly formed division operating under Caprice is named BR South Pacific (BRSP).
“We’ve worked closely with Caprice Australia to put the right partnership in place. Their understanding of the market, combined with the experience of the existing management team, puts us in a strong position to grow these brands. Quiksilver and Billabong were born in Australia, and this region remains central to their identity. BRSP is the right team to help carry that legacy forward,” said David Brooks, EVP of action and outdoor sports, lifestyle at Authentic.
“This partnership marks the beginning of an exciting new chapter for our brands in the region,” said Wesley Chu, President of Asia Pacific at Authentic. “Caprice joins Authentic’s global network as a pinnacle partner, bringing exceptional leadership in sourcing, brand management, and market execution. With Authentic’s expertise in brand-building and BRSP’s deep local insight, we are confident that this partnership will strengthen the brands’ presence and deliver enhanced consumer experiences across Australia, New Zealand, and the South Pacific region.”
BRSP’s expertise in transforming licensed brands into full lifestyle experience is expected to usher in a renewed focus on “sustainability and authenticity” across all the brands aforementioned, with plans to reinvent product lines and expand into new markets.
“We are thrilled to announce the acquisition of these world-renowned brand operations and licensing partnership with Authentic,” said Paul Cannon CEO of BRSP. “With a shared vision of enhancing the experience for consumers, both online and in-store, we look forward to introducing seamless shopping experiences, curated collections and unique activations that resonate with a dedicated and growing audience.
“We are incredibly proud to bring these businesses back to an Australian-owned brand operator. We are looking forward to working with the talented Australian teams that will continue to operate the business moving forward. These brands have a profound impact on shaping surf culture worldwide, and we are committed to honouring that legacy whilst evolving to inspire and connect with next generation.”
Earlier this week, Authentic Brands said it has extended its licensing partnership with Revlon for its Juicy Couture fragrance line.
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