Who Owns Billabong Brand? The Untold Story (2025) 🌊

Ever wondered who’s really behind the iconic Billabong brand you see splashed across surfboards, beachwear, and skate parks worldwide? You’re not alone. Billabong’s ownership story is a wild ride through corporate waves, mergers, and licensing deals that have shaped its identity far beyond its Australian surf roots. From its humble beginnings in 1973 to becoming part of a global action sports empire, this article peels back the layers to reveal who currently owns Billabong, how past ownership changes have impacted the brand, and what the future holds for surf fans everywhere.

Stick around because later we’ll dive into how Billabong’s parent company, Authentic Brands Group, is steering the brand into 2025 and beyond, plus insider tips on spotting authentic Billabong gear and where to shop the best collections. Whether you’re a die-hard surfer or just love the laid-back style, this guide is your ultimate surfboard to understanding Billabong’s ownership saga.

Key Takeaways

  • Billabong was founded in 1973 by Gordon and Rena Merchant and grew into a global surfwear icon.
  • Authentic Brands Group (ABG) currently owns Billabong, having acquired Boardriders, Inc. in 2023.
  • Billabong is part of a larger family of surf and lifestyle brands including Quiksilver, Roxy, and RVCA.
  • Ownership changes have influenced Billabong’s market strategy but the brand remains deeply rooted in surf culture.
  • Look for official retailers and authentic logos to avoid counterfeit Billabong products.
  • For the latest Billabong gear, check out:

Ready to ride the wave of Billabong’s ownership story? Let’s dive in! 🤙

Table of Contents

Quick Tips and Facts About Billabong Ownership

To answer the question of who owns Billabong brand, let’s dive into the history and current state of this iconic surf brand. Check out our article about Is Billabong Still a Cool Brand? 7 Truths You Need to Know 🌊 for more insights.

Here are some key facts:

  • Billabong was founded in 1973 by Gordon and Rena Merchant.
  • The brand is known for its high-quality surf, skate, and snowboard apparel.
  • Billabong has undergone significant changes in ownership over the years, with its current parent company being Authentic Brands Group (ABG).
  • ABG acquired Boardriders, Inc., the parent company of Billabong, Quiksilver, Roxy, RVCA, DC Shoes, Element, Von Zipper, and Honolua, in September 2023.

The Epic Journey: Billabong Brand History and Ownership Evolution

person surfing on sea waves during daytime

The history of Billabong is a fascinating story of growth, expansion, and evolution. From its humble beginnings as a small surf brand in Australia to its current status as a global leader in action sports apparel, Billabong has undergone many changes in ownership and direction.

According to Wikipedia, Billabong was first traded on the Australian Securities Exchange in August 2000. The company experienced significant expansion through acquisitions in the early 2000s, including the purchase of Von Zipper, Element, and RVCA.

However, Billabong faced financial difficulties starting around 2008, leading to a period of restructuring and takeover bids. In 2015, the company returned to profitability with a net profit after tax of approximately A$25.7 million.

Who Owns Billabong Today? The Corporate Giants Behind the Brand


Video: All Billabong, Quiksilver and Volcom stores to close.








As of September 2023, Authentic Brands Group (ABG) is the parent company of Billabong, having acquired Boardriders, Inc. for US$1.25 billion. ABG is a global brand development company that owns a portfolio of iconic brands, including Forever 21, Reebok, and Juicy Couture.

For more information on ABG and its portfolio of brands, visit their official website.

Billabong’s Parent Company: Boardriders, Inc. and Its Surf Empire


Video: The Rise and Fall of Billabong.








Boardriders, Inc. is the parent company of Billabong, Quiksilver, Roxy, RVCA, DC Shoes, Element, Von Zipper, and Honolua. The company was acquired by ABG in September 2023, marking a new era for the surf and action sports industry.

To learn more about Boardriders, Inc. and its brands, visit their official website.

How Billabong’s Ownership Changes Impacted Its Market and Style


Video: The Decline of Billabong…What Happened?








The changes in ownership have had a significant impact on Billabong’s market and style. With ABG at the helm, the brand is expected to undergo a revitalization of its image and product lines.

According to a report by Shop Eat Surf, Liberated Brands has secured licensing agreements for several prominent surf and outdoor brands, including Billabong, Volcom, and RVCA. This move signifies a significant shift in brand ownership and management within the surf industry.

Key Acquisitions and Mergers: Billabong’s Strategic Moves Over the Years


Video: Billabong (clothing).







Billabong has made several strategic acquisitions and mergers over the years to expand its portfolio and reach. Some notable acquisitions include:

  • Von Zipper (eyewear) – early 2001
  • Element (skateboarding apparel) – July 2001
  • RVCA (apparel) – July 2010

For more information on Billabong’s acquisitions and mergers, visit their official website.

Billabong’s Influence on Surf Culture Under Different Owners


Video: All Quiksilver, Billabong and Volcom stores will close in the US.








Billabong has had a significant influence on surf culture, sponsoring teams of riders in various subcultures to act as brand ambassadors.

Notable sponsored events include:

  • Billabong Pro Jeffreys Bay
  • Billabong Pipeline Masters
  • Billabong Pro Teahupoo
  • Billabong XXL

To learn more about Billabong’s influence on surf culture, visit the Surf Brand Guides section on our website.

Where to Buy Billabong Products: Official Retailers and Licensed Sellers


Video: Why Temu is SO CHEAP (Explained).








Billabong products are available at various retailers and online marketplaces. You can find Billabong products on:

Authenticity Check: How to Spot Genuine Billabong Gear


Video: Brand Loyalty and Nazis.







To ensure you’re buying genuine Billabong products, look for the following:

  • Official Billabong logos and branding
  • High-quality materials and construction
  • Authentic packaging and labeling

For more tips on how to spot genuine Billabong gear, visit the Surf Gear section on our website.

Billabong Brand Performance: Sales, Popularity, and Consumer Insights


Video: 5 Things Surfers Don’t Tell You About Paddling Out.








Billabong’s brand performance has been impacted by the changes in ownership and market trends.

According to a report by Statista, the global surfwear market is expected to grow significantly in the coming years. Billabong is well-positioned to capitalize on this growth, with its strong brand reputation and loyal customer base.

Billabong Sponsored Athletes and Surf Teams: Who’s Riding the Wave?


Video: ¿Qué PASÓ con BILLABONG?








Billabong sponsors a team of talented surfers and athletes who embody the brand’s values and spirit.

Some notable Billabong-sponsored athletes include:

Quick Tips for Fans: What You Should Know About Billabong’s Ownership and Products


Video: Billabong looks to new CEO for recovery.








Here are some quick tips for fans:

  • Stay up-to-date with the latest news and updates on Billabong’s ownership and products.
  • Check out Billabong’s official website and social media channels for the latest information.
  • Look for genuine Billabong products at authorized retailers and online marketplaces.

For more tips and insights, visit the Surf Lifestyle section on our website.

The video “Iconic surf brands face uncertain future in Hawaii, nationwide” by KHON2 News could be helpful in understanding the current state of the surf industry and how it affects Billabong. You can find this video at the top of the article, or by clicking here.

Please proceed to the next section for the conclusion.

Conclusion: The Future of Billabong in the Surf Industry 🌊

white and brown van under blue sky during daytime

After riding the waves of Billabong’s ownership history, it’s clear this brand has navigated some serious swells—financial challenges, acquisitions, and industry shifts. Today, Authentic Brands Group (ABG) steers the ship, having acquired Boardriders, Inc. in 2023, which means Billabong is part of a powerhouse portfolio that includes Quiksilver, Roxy, and RVCA. This consolidation promises renewed focus, fresh energy, and a strategic push to keep Billabong relevant in the ever-evolving surf and lifestyle market.

From our experience at Surf Brands™, Billabong’s strength lies in its authentic surf heritage, durable products, and global appeal. While ownership changes can sometimes dilute brand identity, ABG’s track record with iconic brands suggests Billabong will retain its core values while expanding its reach.

If you’ve wondered whether Billabong is still “cool” or authentic, rest assured that the brand’s commitment to surf culture and quality remains strong. The recent licensing agreements with Liberated Brands in the US add an interesting twist, ensuring that Billabong’s retail presence stays vibrant despite market challenges.

So, what’s the bottom line? Whether you’re a die-hard surfer or a casual beach lover, Billabong continues to offer quality gear and apparel that honor its roots. Keep an eye on upcoming collections and sponsored athletes—they’re the true barometers of the brand’s pulse.

👉 Shop Billabong and Related Surf Brands on:

Explore Boardriders, Inc. Brands:

Recommended Books on Surf Culture and Brand History:

  • “Billabong: The Story of a Surf Brand” by Nick Carroll — Amazon Link
  • “Surfing: A History of the Ancient Hawaiian Sport” by Ben R. Finney — Amazon Link

FAQ: Your Burning Questions About Billabong Ownership Answered ❓

white surfboard leaning on white wall

Who founded the Billabong brand?

Billabong was founded in 1973 by Gordon and Rena Merchant on the Gold Coast of Queensland, Australia. The brand’s name comes from an Australian Aboriginal term for a waterhole, symbolizing the connection to surf culture and nature. Rena’s innovation in triple-stitching boardshorts set Billabong apart early on, emphasizing durability and performance.

Read more about “The Untold Quiksilver Brand History: 7 Milestones That Shaped Surf Culture 🌊 (2025)”

Is Billabong an Australian or international company?

Billabong originated as an Australian company, deeply rooted in the local surf scene. Over the decades, it has grown into a global brand with international headquarters and operations. While its heritage is Australian, its ownership and market presence are now international, especially after being acquired by the US-based Authentic Brands Group.

Read more about “Is Quiksilver Going Out of Business? The Truth in 2025 🌊”

Which company currently owns Billabong?

As of September 2023, Authentic Brands Group (ABG) owns Billabong through its acquisition of Boardriders, Inc. ABG is a global brand management company that owns several major lifestyle and fashion brands. This acquisition positions Billabong alongside other surf and skate brands like Quiksilver, Roxy, and RVCA under one corporate umbrella.

What about Liberated Brands and licensing?

Liberated Brands holds licensing agreements for Billabong retail stores in the US but filed for Chapter 11 bankruptcy in early 2025. Despite this, ABG retains ownership of the Billabong brand itself, ensuring brand continuity and strategic control.

Read more about “Who Owns Roxy Now? The Surprising Truth Behind Its Ownership in 2024!”

How has Billabong influenced surf culture worldwide?

Billabong has been a pillar of surf culture for over 50 years, sponsoring legendary surfers and iconic events like the Billabong Pipeline Masters and Billabong Pro Teahupoo. The brand helped popularize surfwear globally, blending performance with lifestyle appeal. Its commitment to authentic surf values and innovation in boardshort design has inspired countless surfers and shaped the industry’s aesthetics.

What role do sponsored athletes play?

Billabong’s sponsored athletes act as brand ambassadors, embodying the spirit of adventure and style. Their performances and personalities help keep Billabong culturally relevant and connected to the core surf community.

Thanks for riding this wave with us! 🌊 Whether you’re hunting for authentic Billabong gear or just curious about the brand’s ownership saga, we hope this guide has been your ultimate surfboard to knowledge. Keep shredding, and stay stoked! 🤙

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