Key Takeaways:
- Boardriders brands continue expanding across Eastern Europe with a new flagship store in Warsaw.
- Modivo Platform now operates a sizable footprint of Boardriders locations across the region, with more openings already in the pipeline.
- Authentic Brands Group says the growth reflects both longstanding brand loyalty and demand from a new generation of shoppers.
The 18th Boardriders store to open in the last 12 months in Eastern Europe is a new flagship location in Warsaw, Poland. The Boardriders brands are owned by Authentic Brands Group and licensed to operating partners around the world. In Eastern Europe, that partner is Modivo Platform, which operates the new Warsaw flagship as well as the broader Boardriders retail footprint across the region.
David Brooks, EVP, Action & Outdoor Sports, Lifestyle at Authentic Brands Group, discussed the expansion, the Warsaw flagship’s role in the region, and what’s next for the Boardriders brands in Eastern Europe.
This is the 18th Boardriders store to open in Eastern Europe in the past 12 months. What’s driving that specific pace and geographic focus right now?
David Brooks, EVP, Action & Outdoor Sports, Lifestyle at Authentic Brands Group: The pace reflects demand across direct-to-consumer, marketplace, and wholesale channels in each market. The Boardriders brands are performing well globally, and Authentic is working with its operating partners to expand their retail presence across every region.
Over the past 12 months, our partners have opened 94 new locations globally, including 68 across EMEAI (Europe, Middle East, Africa and India), 12 in Latin America and 14 in APAC. This includes 18 locations in Eastern Europe and 30 in Western Europe. An additional 10 to 12 locations have opened or are in development in Hawaii.
How does the Warsaw flagship fit into the broader Eastern European rollout? Is it the anchor store for the region, or one of several equally weighted locations?
David Brooks:Â Warsaw is one of two flagship locations operated by Modivo in the region. Its central location in the heart of the city gives the Boardriders brands strong visibility and creates an important destination for both longtime fans and new customers.
What does the Polish and Eastern European consumer base look like for Boardriders and its family of brands? Is this an existing built-in fan base or a market being built from scratch?
David Brooks: This is not a market being built from scratch. The Boardriders brands have been recognized across Poland and Eastern Europe for years, particularly among communities connected to surf, skate, snow, and the broader outdoor lifestyle. The brands have established awareness, credibility, and a sense of nostalgia among longtime fans.
At the same time, the market is evolving quickly. Poland has a growing base of younger, digitally connected consumers who are internationally minded and increasingly engaged with sport, travel, outdoor activities, and lifestyle-led fashion. This gives Modivo an opportunity to serve the brands’ existing fan base while reaching a new generation through product, storytelling, community engagement, and integrated retail and digital experiences.
Authentic and Modivo share a focus on balancing each brand’s global heritage with strong local relevance, including through athletes, events, partnerships, and experiences rooted in the region’s culture and communities.
Any details on store size, product mix, and whether it carries the full brand portfolio or a curated regional assortment?
David Brooks: Across the region, Modivo operates approximately 6,000 square meters (about 64,600 square feet) of retail space dedicated to the Boardriders portfolio, with an average store size of approximately 400 square meters (about 4,300 square feet). The Warsaw flagship carries the full Boardriders brand portfolio, complemented by select third party brands and products tailored to the local market. The assortment balances the brands’ global heritage with regional demand, seasonality, and lifestyle trends.
With more than 15 stores in Western Europe and now 18 in Eastern Europe, how does Authentic think about the European market overall versus the U.S.? Ideally, would Authentic want a similar Boardriders store format in the U.S.?
David Brooks:Â Europe and the U.S. are both important markets for Boardriders, but our retail strategy is tailored to the opportunities and consumer dynamics within each region and executed through best-in-class operating partners.
The Boardriders retail footprint is expanding in the U.S. as well, with Hawaii serving as its flagship market. While many brands establish flagship locations in cities such as New York or London, Hawaii is the natural home for Boardriders given its position at the epicenter of surf culture. It provides an authentic starting point for rebuilding the brands’ physical retail presence in the U.S.
What’s next? Are there more openings planned in Eastern Europe?
David Brooks: Modivo currently operates 18 Boardriders stores across the region, with four additional locations already in development. Together, Authentic and Modivo continue to evaluate opportunities for further expansion. The approach is selective rather than volume-driven, with a focus on markets and locations that offer the strongest long-term potential for the brands, their customers, and the overall retail concept.
