Quiksilver and Billabong. One era breaks in the US but not in Europe

The surf world lives black moments. All of Quiksilver, Billabong and Volcom stores in the United States will end. Best news for Europe: 'We are still committed to developing surf brands in Portugal. We are going through a good time for Billabong in the Portuguese market – in line with the positive growth that Billabong Europa goes through, 'he tells the Despomar, which has represented the brand in Portugal since 1988.

At the end of several decades, the waves broke to the side of Quiksilver and Billabong and this translated into the closing of stores and dismissal in the United States. The decision arises after Liberated Brands, an operator of the brands, filed a bankruptcy request at the Delaware Court. “Consumers can now buy cheaper clothes and receive it in a few days. This has completely changed the market, ”said Todd Hymel, CEO of Liberated, in the bankruptcy request documents.
A decision that only affects the US market that is seen in arms with the closing of more than 100 stores and the dismissal of about 1,400 employees. The company explains this situation with inflation, high interest rates and change in consumer habits, which led customers to prefer cheaper and faster competitors, such as fast fashion chains. “Consumers can, cheaply, quickly and easily, order low quality garments from Fast Fashion giants and receive these products within a few days. The average consumer has changed their consumer habits, moving away from products such as those offered by Liberated.
In light, Despomar, a surf brand in Portugal since 1988, says European operations remain independent and not affected. «Liberated Brands has been licensed from Volcom, Billabong and RVCA brands for the US market. In addition to these licenses, he also held the retail operation for Quiksilver, Volcom and Billabong in the US. With Liberated's controlled bankruptcy, some stores will close, and negotiations are still running to save the most important and profitable. All brands have already migrated to new graduates, ”he advances to our newspaper. « In Europe, the BoardRiders group holds the Billabong, Quiksilver, Roxy, RVCA, Element, DC and Vonzipper licenses, » he adds that « this company is not linked or dependent on Liberated. »
Paulo Martins, founder of Despomar, does not hesitate: “We are still committed to developing surf marks in Portugal. We are going through a good time for Billabong in the Portuguese market – in line with the positive growth that Billabong Europe is going through. We are, as always and we continue, on the side of our athletes, surfers and our partners, with the purpose and commitment to continue to invest in the future of surfing in Portugal.
According to the official, « Billabong Europa and Billabong Portugal through Despomar SA, they are still focused on the growth and consolidation of brand and business in the region, maintaining a solid commitment to the surf and action sports community. » “The brand will continue to invest in innovation, sustainability and development of new products to ensure that its consumers and customers always have access to the best experiences and high performance materials. This is the brand's commitment, ”he says.

How it all started
The great surf icon, Quiksilver – whose symbol is a wave and a mountain, associating its connection with surfing and snowboard – was founded in 1969 in Torquay, Australia, by two surfers, Alan Green and John Law. Initially bet on swimsuits that responded to the needs of surfers, in terms of convenience and functionality. The idea was having a more durable and quick drying fabric, but the brand has been developing throughout the seasons and at the same time has been expanded internationally and betting on other areas, from the most varied surf material to the sponsorship of professionals and championships of the sport.
In 2018, Quiksilver announced the acquisition of its Australian competitor Billabong that he lived a dramatic financial situation. The business, at the time, cost $ 155 million (over 148 million euros) and saw green light after, in 2012, she refused a four -time proposal, which led Billabong's executive director to say that « Billabong's greatest strength is its authenticity and inheritance and these qualities will not only be protected as improved by a new organization. »