Billabong
Authentic Brands Group · Australia
Billabong is an Australian surf, skateboard and snowboard apparel brand. It was acquired by Boardriders in 2018, and Authentic Brands Group agreed to buy Boardriders in 2023. It matters as one of the major surf labels alongside Quiksilver and Roxy.
| Origin | Australia |
|---|---|
| Owner | Authentic Brands Group (via Boardriders, 2023) |
| Acquired by Boardriders | 2018 |
| Segment | Surf, skate and snow apparel |
| Website | billabong.com |
What is Billabong?
Billabong is an Australian sportswear brand for surf, skateboard and snowboard, according to Wikipedia. It sits in the mid market price tier and competes with Quiksilver, Rip Curl and O'Neill.
Ownership
Boardriders, the parent of Quiksilver, acquired Billabong in 2018. In April 2023 Authentic Brands Group made a binding offer to buy Boardriders, with completion expected in the third quarter of that year. The Retail Bulletin lists Quiksilver, Billabong, Roxy, DC Shoes, RVCA, Element, VonZipper and Honolua among the brands in the deal. Wikipedia's Quiksilver article records that Authentic Brands Group acquired Boardriders in 2023, and that the US retail licensee Liberated Brands went bankrupt in 2025 and closed its US stores, while the brands stayed with Authentic Brands Group.
Business model and distribution
Authentic Brands Group is a brand owner that typically works through licensees and wholesale partners. For the closely related Quiksilver brand, Wikipedia documents regional licensees and retail partners such as Macy's, Tillys, Zumiez and Amazon in the United States. The sources consulted do not describe Billabong's own distribution in detail, so this profile does not assume that it mirrors Quiksilver.
Why it matters
Billabong is a clear example of consolidation in the surfwear sector. Several rival labels that once competed independently now sit in one portfolio under a brand management company. The sources consulted do not give Billabong's founding year, founders, headquarters or revenue, and no technology programme is documented, so those details are left out rather than guessed.
Frequently asked questions
Who owns Billabong?
Billabong is owned by Authentic Brands Group, which agreed in 2023 to acquire Boardriders, the company that bought Billabong in 2018.
Where is Billabong from?
Billabong is an Australian surf brand. This profile does not state a founding year or headquarters because the sources consulted do not give them.