Authentic Brands Group appears close to securing a partner for the Boardriders brands in Europe, according to published reports confirmed by Authentic.
Europe, an important region for Boardriders, has been one of the last major territories to secure an operating partner due to the complexities of the market and different business models in the region.
Currently, Authentic is in exclusive negotiations with the Beaumanoir Group, a French company that owns a variety of brands and retail concepts across the fashion spectrum, including Cache Cache, Bonobo, Sarenz, and Vib’s.
If the deal goes through, Beaumanoir would essentially be similar to Liberated Brands in North America and Australia – a large operating partner with several brands under license. Authentic would keep IP ownership of the Boardriders brands, including Quiksilver, Roxy, Billabong, RVCA, DC, and Element.
Boardriders has a large operation in Saint-Jean-De-Luz, which has largely remained untouched over the years, unlike other regions like the Americas and Australia that experienced significant layoffs during various restructurings, according to people with knowledge of the situation. That’s because of the strong social laws in France, which protect employees and make it very costly for companies to downsize.
If Beaumanoir bought the operational part of the business, it is expected that it will be easier for a French company rather than an American one to navigate any changes that are needed, according to sources.
In a statement, John McNamara, Authentic’s chief strategy and transition officer at Authentic, commented on the potential deal.
“Beaumanoir shares in Authentic’s commitment to brand development, growth and expansion,” he said. “Their deep understanding of the region, coupled with their significant presence as an industry leader across Europe, positions the partnership for long-term success.”
The Fashion Network publication quoted Nico Foulet, who runs Europe for Boardriders, as saying he is “fully committed to this great opportunity, which will enable us to adapt more quickly to a rapidly changing world and to extend the influence of our brands over the long term, both in practice areas and in more urban environments.”
Authentic acquired Boardriders and the Quiksilver, Roxy, Billabong, DC, RVCA, Element, and Honolua brands in September of 2023.
It has switched the brands to a licensing model, and signed a wide range of partners around the world for various brands and categories.
SES Executive Edition members can check out a comprehensive listing of the new licensees for the Boardriders brands here.
