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


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Ever wondered who’s really behind the iconic Quiksilver brand that’s been synonymous with surf culture for over half a century? You might think it’s still the scrappy Aussie surfers who started it all back in 1969, but the truth is far more complex—and fascinating. From bankruptcy battles to mega acquisitions, Quiksilver’s ownership has shifted waves, taking the brand from the beachside shacks of Torquay to the boardrooms of a global brand management giant.

Stick with us as we unravel the full story of who owns Quiksilver today, how that impacts the gear you wear, and what the future holds for this legendary surfwear icon. Plus, we’ll dive into the sister brand Roxy, the role of Authentic Brands Group (ABG), and why this matters to every surfer and style seeker out there. Ready to catch the wave of knowledge? Let’s paddle out!

Key Takeaways

  • Quiksilver is currently owned by Authentic Brands Group (ABG), a New York-based brand management powerhouse that acquired the company in 2023.
  • The brand’s ownership journey includes bankruptcy filings, a major restructuring under Boardriders, Inc., and the acquisition of rival Billabong.
  • ABG’s model focuses on licensing and brand monetization, which may affect product innovation and retail presence, especially after recent U.S. store closures.
  • Sister brand Roxy and other surf/skate legends like Billabong and RVCA are now part of the same corporate family under ABG.
  • Despite corporate changes, Quiksilver’s iconic mountain and wave logo remains a symbol of surf heritage, though its future authenticity depends on how ABG balances profit with passion.

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Table of Contents

Here at Surf Brands™, we’ve spent decades with sand in our shorts and saltwater in our hair. We’ve seen brands rise like a monster swell and wipe out like a kook on their first wave. Quiksilver is one of the titans, a name synonymous with surf culture itself. But like any good surfer, the brand has had to navigate some seriously turbulent waters. You’ve probably asked yourself, “Who actually owns Quiksilver these days?” Is it still the same core surf company it once was?

Grab your wax, paddle out with us, and let’s drop in on the gnarly, twisting, and totally fascinating story of who owns the legendary mountain and wave.

⚡️ Quick Tips and Facts About Quiksilver Ownership

Pressed for time before the tide comes in? Here’s the lowdown on Quiksilver’s ownership status. The short answer is: things have changed. A lot.

  • Current Top Dog: As of late 2023, Quiksilver is owned by Authentic Brands Group (ABG), a massive brand management company.
  • The Previous Crew: Before ABG, Quiksilver was part of Boardriders, Inc., which was the parent company for a whole tribe of surf and skate brands, including Roxy and DC Shoes.
  • A Family Affair? You might be wondering, is Billabong part of Quiksilver? For a time, they were sibling rivals under the same Boardriders roof, but now they’re both part of the even bigger ABG family. You can read all about their intertwined history in our deep dive, Is Billabong Part of Quiksilver? The Truth Uncovered (2025) 🌊.
  • What is ABG? Think of them as brand collectors. They own the rights to a huge portfolio of famous names like Reebok, Eddie Bauer, and fellow surf brand Volcom, and they specialize in licensing these brands out.
  • Bankruptcy Blues: The brand has faced serious financial wipeouts, filing for Chapter 11 bankruptcy in 2015 and again for its U.S. retail operations in early 2025, leading to the closure of all U.S. stores.

Here’s a quick-glance table to make sense of the timeline:

Fact Details
Current Owner Authentic Brands Group (ABG)
Acquisition Date September 2023
Previous Owner Boardriders, Inc. (formerly Quiksilver, Inc.)
Key Sister Brands Roxy, Billabong, RVCA, DC Shoes, Element, VonZipper
Founding Year 1969, in Torquay, Australia
Business Model Brand development and licensing

This journey from a passion project on the Aussie coast to a portfolio piece for a New York conglomerate is a wild ride. Stick with us as we unpack what it all means for the gear you wear and the culture you love. For more on the biggest names in surfing, check out our Surf Brand Guides.

🌊 The Evolution of Quiksilver: A Brand History Deep Dive

Every legendary brand has an origin story, and Quiksilver’s is pure, unadulterated surf soul. It wasn’t cooked up in a boardroom; it was born from the need for better gear by the guys who were actually living the life.

From Aussie Beaches to Global Icon

Picture it: Torquay, Australia, 1969. Two local surfers, Alan Green and John Law, were fed up with boardshorts that were clunky, slow-drying, and just not built for serious surfing. So, they did what any resourceful surfer would do: they made their own. Using snaps instead of a clumsy fly and a lightweight, quick-drying cotton, they created the first real performance “boardies.” The brand was born out of function, not just fashion.

My dad, a grom back in the 70s, still talks about getting his first pair. He saved up for weeks. He said putting them on felt like you were being initiated into a secret club. That was the magic of early Quiksilver.

The brand exploded in Australia. In 1976, an American surfer named Jeff Hakman saw the potential and, with his buddy Bob McKnight, secured the U.S. rights. They started selling boardshorts out of the back of a VW van in Newport Beach, California. The iconic mountain and wave logo, inspired by the famous Japanese woodcut “The Great Wave off Kanagawa,” became a symbol of authentic Surf Lifestyle across the globe.

The Rise and… Stumble?

Quiksilver dominated the 80s and 90s. They sponsored surfing gods like Tom Carroll and Kelly Slater. They went public. They launched Roxy. They were on top of the world. But with massive growth came massive risks.

In 2005, in a move that still makes industry veterans scratch their heads, Quiksilver bought the French ski equipment company Rossignol for a staggering sum. The idea was to create a year-round board-riding behemoth. The reality? It was a financial anchor that dragged the company down. They sold Rossignol just a few years later for a fraction of the purchase price, a brutal financial wipeout.

Bankruptcy and a New Beginning

The debt from the Rossignol deal, combined with shifting fashion trends and increased competition, created a perfect storm. In September 2015, Quiksilver, Inc. filed for Chapter 11 bankruptcy in the United States. It was a shockwave through the surf world.

The company emerged from bankruptcy under the control of Oaktree Capital Management, a private equity firm. They rebranded the parent company to Boardriders, Inc. and, in a stunning move, acquired their lifelong rival, Billabong, in 2018. For a moment, the two biggest names in surfing were under one roof, an idea that would have been unthinkable a decade earlier. But this was just another chapter, not the end of the story.

🏄‍♂️ Who Owns Quiksilver Today? Corporate Ownership Explained

So, after all that turmoil, who’s steering the ship now? Let’s get straight to it.

As of September 2023, Quiksilver is owned by Authentic Brands Group (ABG).

If you haven’t heard of ABG, you’re not alone, but you’ve definitely seen their work. They are a brand development, marketing, and entertainment powerhouse, and they now own the entire Boardriders portfolio, including Quiksilver, Roxy, Billabong, RVCA, DC Shoes, and Element.

The ABG Acquisition: A New Wave of Ownership

The acquisition, valued at a reported $1.25 billion, marked a monumental shift. For the first time, Quiksilver’s fate rests in the hands of a company outside the core action sports industry. This isn’t a group of surfers who grew the business; it’s a New York-based global brand management firm.

As Joel Cooper, co-owner of the classic surf brand Gotcha, told Unofficial Networks, this is a different kind of deal:

“This is completely different because (with the formation of Boardriders) the brands remained basically in the hands of people in the industry. Now we’re getting companies out of New York who are not involved in the industry.”

This is the key takeaway. The people making the big decisions about Quiksilver’s future are experts in brand monetization, not necessarily in bottom turns.

What is a Brand Management Company?

ABG’s business model is different from a traditional company. They don’t typically manufacture the clothes or run the factories. Instead, they act as strategic brand guardians. Their playbook involves:

  1. Acquiring the intellectual property (the name, logo, and brand heritage).
  2. Licensing the rights to design, manufacture, and sell products to other companies around the world.
  3. Managing the brand’s global marketing and image to create value.

So, the Quiksilver t-shirt you buy might be made by one company, the wetsuit by another, and the store it’s sold in operated by a third—all under license from ABG.

Why This Matters to You, the Surfer

This shift could mean a few things. On the one hand, ABG has deep pockets and a global network, which could lead to cool collaborations and wider availability. On the other hand, there’s a risk that the brand’s core identity could be diluted to appeal to a broader, more mainstream audience. The soul of a brand is a tricky thing to manage on a spreadsheet.

📈 Quiksilver’s Parent Company: Structure, Strategy, and Market Position

Understanding Authentic Brands Group (ABG) is key to understanding Quiksilver’s future. They aren’t just buying brands; they’re plugging them into a massive, well-oiled machine.

ABG’s Playbook for Iconic Brands

ABG’s strategy is all about maximizing a brand’s reach and relevance. In a press release about the acquisition, ABG stated it plans to implement its “proven brand development and value creation program.” What does that mean in plain English?

  • Global Partnerships: They’ll find best-in-class partners for manufacturing, retail, and e-commerce in different regions. This is already happening, as seen with the licensing of U.S. retail operations to Liberated Brands.
  • Marketing Muscle: ABG leverages its massive influence to create high-profile marketing campaigns and celebrity collaborations. Imagine Quiksilver partnering with an athlete or musician from another part of the ABG universe.
  • Category Expansion: They look for opportunities to put the brand name on new products. Could we see Quiksilver-branded… well, anything? It’s possible.

This model has worked for them with brands like Reebok and Eddie Bauer, revitalizing them and expanding their market presence.

Synergies within the ABG Portfolio

The most exciting—and perhaps concerning—part of this deal is the new family Quiksilver has joined. ABG’s portfolio is a beast. They own Volcom, another major surf/skate brand. Now, with the Boardriders acquisition, they control a massive chunk of the entire action sports market.

This creates incredible synergy. They can streamline supply chains, negotiate better deals with retailers, and create marketing stories that span multiple brands. But it also means less competition. When one company owns Quiksilver, Billabong, and Volcom, the dynamic of the industry fundamentally changes. For more on how these brands relate, check out our Surf Brand Guides.

Market Position Post-Acquisition

With this move, ABG’s annual retail sales are projected to exceed $29 billion globally. Quiksilver is no longer just a big fish in the surf pond; it’s part of an ocean-sized conglomerate. This solidifies its financial footing but also positions it as a lifestyle and fashion entity as much as a core surf brand. The focus may shift from pleasing the hardcore surfer to capturing a much larger, global consumer base.

🛍️ The Quiksilver Brand Portfolio: Beyond Surfwear

When ABG acquired Boardriders, they didn’t just get Quiksilver. They swallowed an entire ecosystem of iconic action sports brands. This “all-in-one” deal brought some of the most legendary names in surf and skate under a single corporate umbrella.

Here’s a look at the tribe that came along with Quiksilver:

Brand Core Identity What We Love

Roxy		 The original female-focused surf brand. Fun, fearless, and fashionable. Its commitment to female athletes and vibrant designs.

Billabong		 Quiksilver’s lifelong Aussie rival. Known for its artistic vibe and core surf heritage. The iconic wave logo and consistently great boardshorts.

RVCA		 The balance of opposites: art, music, fashion, and a modern lifestyle. Its Artist Network Program and unique, creative apparel.

DC Shoes		 A skateboarding footwear and apparel giant with deep roots in street culture. The classic, chunky skate shoe designs that defined an era.

Element		 Skateboarding with an environmental conscience. “Wind, Water, Fire, Earth.” Its focus on sustainability and timeless, nature-inspired graphics.

VonZipper		 Wild, irreverent eyewear and goggles with a rock-and-roll attitude. Sunglasses that are anything but boring. Pure personality.

This collection represents a huge slice of Surf Fashion and skate culture history. Having them all owned by one entity is, frankly, mind-boggling for those of us who grew up seeing these brands as fierce competitors.

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👚 Roxy: The Sister Brand and Its Ownership Dynamics

You can’t talk about Quiksilver without talking about Roxy. Launched in 1990, Roxy was a game-changer. At a time when women’s surfwear was mostly just smaller, pinker versions of men’s gear (“shrink it and pink it”), Quiksilver had a revolutionary idea: create a dedicated brand for female surfers that was authentic, stylish, and functional.

The brand was an instant hit. Its heart-shaped logo—cleverly formed by two Quiksilver logos rotated to face each other—became just as iconic as the mountain and wave. Roxy wasn’t just an offshoot; it became a cultural force, sponsoring world champions like Lisa Andersen and proving that the women’s market was a powerhouse in its own right.

As Quiksilver’s sister brand, Roxy’s ownership journey has mirrored Quiksilver’s every step of the way.

  • ✅ It was part of Quiksilver, Inc.
  • ✅ It became a cornerstone of Boardriders, Inc.
  • ✅ And yes, Roxy is now also owned by Authentic Brands Group (ABG) as part of the 2023 acquisition.

While its ownership is tied to Quiksilver, Roxy has always carved out its own identity. It’s a critical piece of the puzzle for ABG, representing a massive and influential segment of the Surf Fashion market. The hope among our team is that ABG recognizes Roxy’s unique voice and continues to let it flourish.

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🎯 Quiksilver’s Brand Image and Market Perception

A brand’s soul is more than just its logo or owner; it’s the feeling it gives you. For over 50 years, Quiksilver’s image has been built on a foundation of adventure, rebellion, and authentic surf culture. But has that image held up through all the corporate tsunamis?

The ‘Mountain and the Wave’ Legacy

The Quiksilver logo is one of the most recognizable in all of sports. It represents the ultimate dream for many of us: a life spent chasing waves and exploring mountains. This powerful, elemental imagery is the brand’s greatest asset. For decades, wearing that logo meant you were part of the tribe. It was a badge of honor, a signal that you understood the Surf Lifestyle.

Consumer Views: Still Core?

This is the million-dollar question. Talk to surfers on the beach today, and you’ll get mixed reviews.

  • The Nostalgists: Many of us who grew up in the 80s and 90s have a deep loyalty to the brand. It was our first “real” pair of boardshorts, the brand of our heroes. For us, it will always have a core credibility.
  • The New Generation: Younger groms might see Quiksilver as more of a “mall brand,” something their dads wear. They’re often drawn to newer, more niche brands that feel more underground.
  • The Pragmatists: Many surfers just want gear that works. If Quiksilver continues to produce high-quality, innovative wetsuits and boardshorts, they’ll buy them, regardless of who owns the company.

The consensus in our office is that while the brand’s “cool factor” has taken some hits, its heritage is so strong that it can’t be easily erased.

The Impact of Corporate Ownership on Authenticity

Here’s the rub. Authenticity is earned in the water, not in the boardroom. When a brand is run by a massive conglomerate like ABG, there’s a legitimate fear that the focus will shift from product innovation to profit maximization. Will the R&D budget for the next generation of eco-friendly, high-performance Surf Gear be as important as a new licensing deal for Quiksilver-branded flip-flops at a big-box store?

That’s the tightrope ABG has to walk: leveraging Quiksilver’s massive brand recognition without killing the authentic spirit that made it so valuable in the first place.

🔥 Controversies and Challenges in Quiksilver’s Ownership Journey

The story of Quiksilver isn’t all sunshine and perfect barrels. The brand has navigated some seriously heavy wipeouts that have shaped its path and tested its resilience. Being honest about these challenges is crucial to understanding where the brand is today.

The Chapter 11 Bankruptcy Sagas

❌ The 2015 Wipeout: As we mentioned, the 2015 Chapter 11 bankruptcy was a seismic event. It was the culmination of years of financial strain, largely stemming from the disastrous Rossignol acquisition. It forced the company to restructure from the ground up and led to the Oaktree Capital era.

❌ The 2025 Retail Collapse: More recently, in February 2025, Liberated Brands, the company that licensed the right to operate Quiksilver and Roxy retail stores in the U.S., filed for Chapter 11 bankruptcy. This led to the closure of all remaining U.S. locations. This is a direct consequence of the new licensing model. While Quiksilver the brand survives under ABG, its physical retail presence in its historic U.S. homeland has vanished.

The Rossignol Misadventure

The 2005 purchase of ski-maker Rossignol is a classic case study in overzealous expansion. Quiksilver paid top dollar to create a “mountain and wave” empire, but the two corporate cultures never meshed, and the debt was crippling. They sold it in 2008 for a loss of over $500 million. It was an incredibly expensive lesson that haunted the company for years.

Recent Accusations and Hurdles

Beyond finances, the brand has faced other challenges.

  • Design Disputes: In 2023, Quiksilver was accused of copying designs from a smaller company, Ola Canvas, a reminder that in the digital age, creative integrity is always under scrutiny.
  • Tragic Loss: The entire surf community mourned in 2018 when Boardriders CEO Pierre Agnes, a Quiksilver lifer who started as a designer, was lost at sea off the coast of France. It was a devastating human tragedy that shook the company to its core.

These events aren’t just footnotes; they are critical moments that have forced the brand to adapt, regroup, and fight for its survival.

💡 How Ownership Changes Impact Quiksilver’s Product Innovation

So, the big question for us surfers is: does a new owner in a New York skyscraper change the boardshorts I wear in the water? The answer is… probably. Here’s how these corporate shifts can trickle down to the actual Surf Gear.

From Boardshorts to Boardrooms: The R&D Shift

Historically, Quiksilver’s innovation came from within. Surfers designing for surfers. They pioneered stretch fabrics, diamond dobby interiors to reduce rash, and eco-friendly materials made from recycled bottles. This was driven by a passion for performance.

Under a large holding company, the R&D calculus can change. The focus might shift from groundbreaking (and expensive) innovation to incremental, market-safe improvements. The priority becomes creating a product that can be produced at a massive scale for a global audience, which sometimes comes at the expense of the cutting-edge features that core surfers crave.

Focus on Licensing vs. In-House Design

ABG’s model is built on licensing. This means the team designing the next Quiksilver wetsuit might not be direct ABG employees, but rather work for a partner company that has licensed the brand name.

  • Potential Pro: ✅ This can bring in fresh perspectives and specialized expertise. A top-tier wetsuit manufacturer licensing the Quiksilver name could produce amazing products.
  • Potential Con: ❌ It can also lead to a disconnect. If the design team is detached from the brand’s heritage and the feedback loop from team riders, the products can lose their soul and performance edge.

What to Expect from ABG-Era Gear

We predict a two-tiered approach. You’ll likely see a continuation of high-volume, lifestyle-focused apparel—the classic tees, hoodies, and walkshorts that sell well in department stores. The real test will be in the high-performance categories. Will the Quiksilver Waterman Collection for serious watermen or their top-tier Highline boardshorts continue to push boundaries? Or will they become more simplified to hit a certain price point? That’s what we’ll be watching closely.

🌍 Global Reach: Quiksilver’s International Ownership and Licensing

Quiksilver has always been a global brand, but its new ownership structure makes its international operations more complex and more important than ever. Understanding this global web is key to seeing the brand’s future.

A Global Web of Partners

Forget the old model of one company headquarters controlling everything. ABG’s strategy is to create a network of regional experts. They will likely have different primary partners for North America, Europe, Asia-Pacific, and Latin America.

This means the Quiksilver you see online in Australia might be managed by a different entity than the one stocking shelves in France. These partners license the brand and are responsible for everything from design and manufacturing to marketing and distribution in their specific territory, all while following the global brand guidelines set by ABG.

The Liberated Brands Example

The bankruptcy of Liberated Brands in the U.S. is the perfect, albeit painful, example of this model in action. Liberated was ABG’s chosen operating partner for U.S. retail and e-commerce for the Boardriders brands. When they went bankrupt, it didn’t sink Quiksilver globally, but it did wipe out its dedicated retail footprint in a key market. This illustrates both the resilience and the potential fragmentation of the licensing model.

What This Means for International Customers

  • Product Variation: You might see slight variations in product lines and availability from region to region, tailored to local tastes and climates.
  • Inconsistent Experience: The customer service, return policies, and in-store experience could differ depending on the regional partner’s quality of operations.
  • Global Brand, Local Flavor: On the plus side, this model allows the brand to feel more local. A European partner might collaborate with European artists and surfers, making the brand more relevant there.

It’s a decentralized future, where “Quiksilver” is a global concept executed by a team of local players.

📊 Financial Health and Ownership Influence on Quiksilver’s Growth

To truly get the picture, you have to follow the money. Quiksilver’s ownership sagas have always been tied to its financial health, from its peak as a publicly traded giant to its struggles with debt.

A Tale of Three Eras: A Financial Snapshot

Era Key Owner(s) Primary Financial Strategy Outcome
The Peak Era (1990s-2007) Public Company (ZQK) Aggressive Growth & Acquisition: Expand globally, acquire other brands (like Rossignol). Massive revenue growth (peaking near $2 billion), but also massive debt and over-diversification.
The Restructuring Era (2016-2023) Oaktree Capital Management Stabilization & Consolidation: Emerge from bankruptcy, streamline operations, acquire rival Billabong to create scale. Financial stability was restored, but growth was challenging. The company was made attractive for a sale.
The Licensing Era (2023-Present) Authentic Brands Group (ABG) Asset-Light & Monetization: Own the IP, license out operations to partners, minimize direct overhead and risk. Focus shifts from operational profit to high-margin licensing fees. Financially very safe for ABG, but growth depends on partners.

As you can see, the definition of “growth” has changed dramatically. In the 90s, it meant opening more stores and selling more of your own products. Today, under ABG, it means signing more licensing deals and expanding the brand’s presence through partners.

This new model provides a level of financial security Quiksilver hasn’t had in years. ABG is insulated from the risks of retail leases and manufacturing costs. However, it also means the brand’s ultimate growth is in the hands of its licensees. If they do a great job, the brand thrives. If they struggle, as Liberated Brands did, it can damage the brand’s presence in key markets.

🔍 What Consumers Should Know About Quiksilver’s Ownership

Alright, let’s boil it all down. You’re standing there, looking at a Quiksilver hoodie or a pair of boardshorts. What does all this corporate maneuvering actually mean for you? Here’s the simple breakdown.

✅ What’s Staying the Same (For Now):

  • The Iconic Branding: The mountain and wave logo isn’t going anywhere. ABG bought the brand precisely because of its powerful heritage and global recognition.
  • The Core Products: You’ll still be able to buy Quiksilver boardshorts, tees, wetsuits, and other staples. The product categories themselves are safe.
  • The Pro Team (Hopefully): Sponsoring top athletes is key to a surf brand’s credibility. While rosters may change, we expect ABG and its partners will continue to support a team of world-class surfers.

❌ What’s Changing or At Risk:

  • The People Behind the Brand: The decision-makers are no longer the surfers who built the company from the sand up. It’s a brand management firm. This is the single biggest change.
  • The Retail Experience: With the closure of U.S. stores, buying Quiksilver becomes a more online or third-party retail experience in some regions. The era of the dedicated Quiksilver flagship store may be fading.
  • Potential for Dilution: The biggest risk is that in the quest for global growth and new licensing deals, the brand’s core, rebellious surf spirit gets watered down to appeal to everyone, and in turn, loses its special connection with surfers.
  • Consistency: With different partners managing the brand in different parts of the world, the quality and style of products could vary more than they used to.

Our advice? Stay stoked, but stay savvy. The Quiksilver name still carries a legacy we love, but it’s wise to be a conscious consumer. Pay attention to the quality of the gear, support the parts of the brand that still feel authentic, and let your voice be heard.

So, what does the crystal ball say for Quiksilver? Peering into the future, we see a brand at a major crossroads, riding a wave of industry-wide change.

The Age of the Super-Conglomerate

The ABG acquisition isn’t an isolated event; it’s part of a larger trend. The action sports industry is consolidating. VF Corporation owns Vans and The North Face. ABG now owns Quiksilver, Billabong, Roxy, RVCA, Volcom, and more. The days of dozens of independent, mid-to-large-sized surf brands competing fiercely are dwindling. We are now in the era of the brand super-conglomerate.

This means the future of surf culture’s commercial side will be shaped by a few, very powerful players located far from the beach.

Will Authenticity Survive?

This is the ultimate question that keeps us up at night. Can a brand maintain its authentic, counter-culture soul when it’s part of a $29 billion portfolio?

We’ve seen it go both ways. Vans, under VF Corp, has managed to retain its core skate credibility while achieving massive global success. The hope is that ABG sees the value in Quiksilver’s authenticity and works to protect it. The fear is that they see it merely as a marketing angle to be exploited.

Our Predictions for the Next Five Years

Here’s the hot take from the Surf Brands™ team:

  1. Lifestyle Expansion: Expect to see the Quiksilver logo on a wider range of products through licensing deals. Think accessories, home goods, and maybe even some unexpected collaborations.
  2. Digital-First Approach: With the decline of physical retail, the brand’s future is online. E-commerce and digital marketing will be the primary battleground.
  3. A Focus on Heritage: ABG is smart. They will lean heavily on Quiksilver’s rich 50+ year history in their marketing. Expect lots of retro collections and campaigns celebrating the brand’s golden eras.
  4. The Core vs. The Mainstream: The brand will likely split into two tiers: high-performance, core products aimed at dedicated surfers (sold through specialty channels) and a much larger, more accessible lifestyle line for the mass market.

Will Quiksilver still be the brand that inspires the next generation of groms to paddle out? The logo and the legacy are still there, but the future of its soul is out in the open water, waiting to be defined.

✅ Conclusion: Who Really Owns Quiksilver and Why It Matters

After paddling through decades of surf culture, corporate shake-ups, and financial wipeouts, the answer to “Who owns Quiksilver?” is crystal clear: Authentic Brands Group (ABG) is now the proud owner of one of surfing’s most iconic brands. This New York-based brand management giant acquired Boardriders, Inc. — the former parent company of Quiksilver — in 2023, bringing Quiksilver, Roxy, Billabong, and other legendary brands under one massive umbrella.

What does this mean for you, the surfer or surf enthusiast? While the ownership has shifted from industry insiders to corporate brand managers, the mountain and wave logo remains a beacon of surf heritage. The brand’s products will continue to be available, but the way they’re designed, marketed, and sold will evolve—likely with a stronger focus on licensing, global partnerships, and lifestyle expansion.

We’ve seen the brand survive bankruptcy, missteps like the Rossignol acquisition, and recent retail closures. Yet, Quiksilver’s spirit endures, thanks to its deep roots and loyal community. The key question we teased earlier—whether ABG’s ownership will dilute the brand’s authenticity—is still unfolding. Our bet? ABG will leverage Quiksilver’s rich history while expanding its reach, but surfers should stay savvy and support the gear that truly honors the brand’s performance legacy.

In short: Quiksilver remains a surf culture icon, but its future is now shaped by a corporate wave far bigger than the ocean itself. Whether that’s a good or bad thing depends on how well ABG balances profit with passion.

Ready to ride the Quiksilver wave yourself or dive deeper into surf brand culture? Check out these curated shopping and reading links from the Surf Brands™ team:

❓ Frequently Asked Questions (FAQ) About Quiksilver Ownership

What happened to the Quiksilver surf brand?

Quiksilver, founded in 1969, grew into one of the world’s largest surfwear brands. However, financial difficulties, including a costly acquisition of ski company Rossignol and shifting market dynamics, led to Chapter 11 bankruptcy filings in 2015 and again for its U.S. retail operations in 2025. The brand was acquired by Authentic Brands Group (ABG) in 2023, which now manages Quiksilver as part of a global portfolio of lifestyle brands. While the brand has closed many physical stores, it continues to exist through licensing agreements and online retail.

Is Quiksilver a good surf brand?

✅ Absolutely! Quiksilver has a long-standing reputation for quality surfwear and gear designed by surfers for surfers. Their boardshorts, wetsuits, and accessories have been staples in the surf community for decades. While ownership changes may influence product lines and innovation, the brand still offers reliable and stylish gear for both casual beachgoers and serious surfers. However, consumers should be mindful of product variations due to the licensing model.

Who owns Roxy and Quiksilver?

Both Roxy and Quiksilver are owned by Authentic Brands Group (ABG) as of 2023. Roxy, originally launched as Quiksilver’s female-focused sister brand in 1990, has followed the same ownership path as Quiksilver—from Quiksilver, Inc. to Boardriders, Inc., and now to ABG. ABG manages these brands primarily through licensing agreements with regional partners.

Are Quiksilver and Billabong the same company?

They are now part of the same corporate family but were once fierce competitors. Quiksilver and Billabong merged under Boardriders, Inc. in 2018, creating one of the largest action sports companies globally. In 2023, Boardriders was acquired by Authentic Brands Group, bringing both brands under ABG’s umbrella. Despite shared ownership, Quiksilver and Billabong maintain distinct brand identities and product lines.

How does ABG’s ownership affect Quiksilver’s product quality?

ABG operates primarily as a brand management and licensing company, which means it outsources product design and manufacturing to partners. This can lead to variability in product quality depending on the licensee. While ABG has the resources to maintain high standards, the distance from direct production means consumers should be attentive to product reviews and sourcing. The brand’s core performance gear may continue to be produced by specialized manufacturers, but lifestyle products might prioritize broader appeal.

Will Quiksilver stores reopen in the U.S.?

Currently, the U.S. retail stores operated by Liberated Brands have closed following their 2025 bankruptcy. ABG may explore new retail partnerships or focus on e-commerce, but there are no confirmed plans to reopen dedicated Quiksilver stores in the U.S. in the near future. The brand’s presence will likely continue through online channels and third-party retailers.

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