Authentic Brands Group to Acquire Action Sports Brand Boardriders

Authentic Brands Group has made a binding offer to purchase actions sports and lifestyle brand Boardriders.

The acquisition would add the board sports brands Quiksilver, Billabong, Roxy DC Shoes, RVCA, Element, VonZipper and Honolua to Authentic’s portfolio of 40 lifestyle, entertainment and media brands, Authentic said in a Friday (March 31) press release.

Subject to approvals, the deal is expected to be finalized in the third quarter, according to the release.

“Along with the great brands and impressive global reach that will come with this acquisition, we see Boardriders’ potential as a thriving online marketplace under Authentic’s ownership,” Authentic founder, Chairman and CEO Jamie Salter said in the release. “With Boardriders’ proven retail playbook, we also see tremendous opportunities to accelerate the expansion of its shop-in-shops, branded retail stores, wholesale and eCommerce worldwide.”

Boardriders operates in the Americas, Europe, Australia and Asia and has 500 retail stores, 7,000 wholesale accounts and eCommerce platforms in 35 countries. The acquisition would also include lifestyle retailer Surf Dive ’n Ski, which has 80 locations and an eCommerce platform in Australia, according to the release.

“We are proud of our deep connection to the global action sports community, industry-leading brands and world-class teams,” Boardriders CEO Arne Arens said in the release. “Under Authentic’s ownership, Boardriders will be uniquely positioned to expand the reach of our iconic brands to millions of consumers, capture market share in our core categories and grow white spaces, including premium athleisure, training and lifestyle.”

Activewear and casualwear are categories being targeted by a growing number of companies.

For example, American Eagle Outfitters said March 1 that it is expanding its activewear lines after early success.

During a quarter in which the clothing, accessories and personal care products retailer earned its second-highest revenue, American Eagle and Aerie President and Executive Creative Director Jen Foyle said activewear was a “standout performer.”

Similarly, athletic performance apparel, footwear and accessories brand Under Armour is continuing its expansion into a casualwear category that the firm said opens up a $300 billion opportunity.

While the company mostly makes products athletes need to train, compete and recover, it’s now addressing the apparel they wear for the other 70% of the day.

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