Leslie Massey
Billabong is an Australian surfwear and accessories brand founded in 1973 by Gordon and Rena Merchant on the Gold Coast of Australia. The brand's name is derived from the Wiradjuri word bilabaŋ, which refers to a creek that runs only during the rainy season. Billabong gained popularity for its durable and innovative board shorts, becoming a symbol of surf culture worldwide. In 2018, Billabong International Limited was acquired by Boardriders, Inc., a fashion conglomerate that also owns Quiksilver and other brands. While Billabong's ownership has changed over the years, its roots remain firmly Australian, and it continues to be a celebrated name in the surfwear industry.
| Characteristics | Values |
|---|---|
| Year founded | 1973 |
| Founder(s) | Gordon and Rena Merchant |
| Place founded | Gold Coast, Australia |
| Current owner | Boardriders, Inc. |
| Year acquired by current owner | 2018 |
| Expected acquisition by Authentic Brands Group | Q3 2023 |
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What You'll Learn
- Billabong was founded in Australia in 1973 by Gordon and Rena Merchant
- The company was acquired by Boardriders Inc. in 2018
- Boardriders is a global enterprise with markets in the Americas, Europe, Australia and Asia
- Billabong has been criticised for its lack of transparency and sustainability
- The company behind Billabong filed for bankruptcy in 2025
Billabong was founded in Australia in 1973 by Gordon and Rena Merchant
The name "Billabong" is derived from the Wiradjuri word "bilabaŋ", which refers to a "creek that runs only during the rainy season". The Merchants coupled this word with a wave design to form their iconic logo.
Billabong became a symbol of surf culture worldwide in the 1980s and 1990s. The brand's growth was marked by the opening of stores in key locations and the establishment of Billabong outlets, making its products accessible to a broader audience. Throughout its history, Billabong has introduced numerous iconic products that have become staples in the surf community, including its famous wetsuit.
In August 2000, Billabong International Limited first traded on the Australian Securities Exchange. The company continued to expand through the acquisition of other brands, including Kustom, Nixon Inc., Xcel, Tigerlily, RVCA, and Surf Dive ‘n' Ski.
However, Billabong experienced financial troubles in the early 2010s, with earnings collapses across core business markets. In 2018, Billabong International Limited was acquired by Boardriders, Inc., the owner of rival brand Quiksilver, and other brands such as Roxy, DC Shoes, Element, VonZipper, and Honolua. As of 2023, Boardriders is preparing to be acquired by Authentic Brands Group, which owns brands such as Nine West and Forever 21.
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The company was acquired by Boardriders Inc. in 2018
Billabong is an Australian surfwear and accessories brand founded in 1973 by Gordon and Rena Merchant on the Gold Coast of Australia. The company was inspired by the surf lifestyle and began creating handmade board shorts that quickly gained popularity for their durability and innovative designs.
In 2018, Billabong International Limited was acquired by Boardriders, Inc., a fashion conglomerate that also owns rival brand Quiksilver, as well as other brands such as DC Shoes, Roxy, RVCA, VonZipper, and Honolua. This acquisition added Billabong to Boardriders' global portfolio, which generates US$2.9 billion in annual retail sales through a distribution network of over 500 retail stores, 7,000 wholesale accounts, and e-commerce in 35 countries.
The acquisition by Boardriders marked a shift in ownership for Billabong, which had previously been an Australian-owned company. However, it is important to note that even after the acquisition, Billabong continues to operate as a separate brand within the Boardriders portfolio, retaining its unique identity and positioning in the market.
The acquisition by Boardriders was expected to bring about several strategic advantages and growth opportunities for Billabong. With Boardriders' global presence and extensive distribution network, Billabong gained access to new markets and a wider customer base, enabling it to expand its reach and increase its retail sales. Additionally, Boardriders' financial and operational resources could have potentially provided Billabong with greater stability and support for innovation and product development.
In conclusion, while Billabong's acquisition by Boardriders Inc. in 2018 resulted in a change of ownership, the brand continues to retain its Australian roots and strong association with surf culture, both in Australia and internationally.
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Boardriders is a global enterprise with markets in the Americas, Europe, Australia and Asia
Billabong International Limited is an Australian surfwear company founded in 1973 by Gordon and Rena Merchant. The company is focused on surfing and primarily retails clothing and accessories, such as watches and backpacks, as well as skateboard and snowboard products under other brand names.
In 2018, Billabong was acquired by Boardriders, Inc., a global enterprise with markets in the Americas, Europe, Australia, and Asia. Boardriders owns several brands, including Quiksilver, Roxy, RVCA, DC Shoes, Element, VonZipper, and Honolua. The acquisition of Billabong by Boardriders expanded the company's global presence and diversified its brand portfolio.
Boardriders' global operations include a vast distribution network of over 500 retail stores, 7,000 wholesale accounts, and e-commerce platforms in 35 countries. The company's annual retail sales are reported to be in the billions, showcasing its strong market position and extensive customer reach.
While Billabong has faced challenges and changes in ownership over the years, it continues to be a recognised name in the surfwear industry, known for its high-quality and durable products. The brand has a strong foundation and a dedicated focus on sustainability and ethical manufacturing practices, which resonates with environmentally conscious consumers.
With its global presence and diverse brand offerings, Boardriders is well-positioned to cater to a wide range of consumers and continue its growth in the lifestyle and athleisure market.
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Billabong has been criticised for its lack of transparency and sustainability
Billabong International Limited is an Australian company that was founded in 1973 by Gordon and Rena Merchant. The company focuses on surfing and is primarily a clothing retailer that also produces accessories and skateboard and snowboard products under other brand names.
In response to these criticisms, Billabong has made some efforts to improve its sustainability. The company has an ''eco shop' that sells items labelled as 'eco-conscious', and it has promised to reduce its impact on the planet and create a better future for the surf and snow community. Billabong has also set targets to increase the use of recycled and sustainable materials in its product lines.
Despite these efforts, as of March 2023, Billabong's overall sustainability rating on Good On You is still "not good enough". The brand has also been criticised for its lack of transparency about the materials used in its products, with concerns that some items made with oil-based textiles are labelled as "eco-conscious".
In terms of ownership, Billabong has undergone several changes in recent years. In 2018, it was acquired by Boardriders Inc., which also owns rival brand Quiksilver. In April 2023, it was announced that Authentic Brands Group, owner of Nine West and Forever 21, is preparing to acquire the Australian surf brand. The acquisition is expected to be finalised in Q3 2023 and will position Boardriders to expand its reach and capture market share.
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The company behind Billabong filed for bankruptcy in 2025
Billabong International Limited, the company behind the Billabong brand, filed for bankruptcy in 2025. The popular surf, skate, and swimwear retailer, which was founded in Australia in 1973, has a long history of providing high-quality surfwear and accessories. With a deep-rooted connection to surf culture, Billabong became a global symbol in the 1980s and 1990s, expanding its product lines and establishing an international presence.
However, in 2025, the company faced financial difficulties. Its operator, Liberated Brands LLC, filed for Chapter 11 bankruptcy, resulting in the closure of all Billabong stores in the United States. This decision affected over 100 retail locations and led to the layoff of approximately 1,400 employees. The bankruptcy filing was attributed to various factors, including inflation, changing consumer spending habits, and significant debt obligations.
Liberated Brands, as a licensee, operated not only Billabong but also other well-known brands such as Quiksilver, Volcom, Spyder, RVCA, Roxy, and Honolua. The financial struggles of Liberated Brands resulted in the termination of its North American license rights for wholesale operations under the Volcom, RVCA, and Billabong brands in December 2024. The company owed substantial amounts in secured and unsecured debt, and despite their attempts to recover, they were unable to avoid bankruptcy.
The bankruptcy filing by Liberated Brands does not indicate the end of the Billabong brand. Authentic Brands Group, a global brand development company and owner of Billabong, has assured consumers of their commitment to the brand and its loyal customers. In their statement, Authentic Brands Group expressed their focus on the wellbeing of their partners and providing support during this challenging period. They have been working closely with Liberated Brands to transition key licenses to trusted operators within their network.
While the bankruptcy of Liberated Brands has led to the closure of Billabong stores in the United States, the brand itself still has a strong foundation and a dedicated following. With its reputation for innovation, durability, and sustainability, Billabong remains a celebrated name in the surf industry and a trusted choice for surfers and beachgoers worldwide.
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Frequently asked questions
Billabong was founded in Australia and is currently owned by Boardriders Inc., a fashion conglomerate that also owns DC Shoes, Quiksilver, and Roxy.
Billabong was founded in 1973 by Gordon and Rena Merchant on the Gold Coast of Australia.
Billabong focuses on high-quality surfwear and accessories for both men and women, including board shorts, wetsuits, and casual wear.
Billabong has been criticised for a lack of transparency regarding its supply chain and environmental impact. However, the brand does offer an 'eco-shop' featuring items labelled as 'eco-conscious'.
The name "Billabong" is derived from the Wiradjuri word "bilabaŋ", which refers to a "creek that runs only during the rainy season".
