Billabong is one of the most recognized names in global surfwear. If you’re wondering who owns Billabong today, the answer lies in a major merger that reshaped the action sports industry. Let’s explore the ownership, financials, and company profile of this iconic brand.
Billabong Company Profile
Billabong is a global surfwear and action sports brand known for its boardshorts, wetsuits, and youth-oriented lifestyle apparel. Though it originated in Australia, Billabong is now a U.S.-controlled brand under Authentic Brands Group (ABG). The brand operates through a licensing model and is sold in over 100 countries worldwide.
Billabong maintains a strong cultural association with surf, skate, and snowboarding subcultures. While it no longer controls its own retail network, its products continue to be distributed via global retail partners, licensed operators, and online platforms.
Company Details
- Full Name: Billabong International Pty Ltd
- Founded: 1973
- Original Headquarters: Burleigh Heads, Gold Coast, Queensland, Australia
- Current Owner (2025): Authentic Brands Group (ABG), New York, USA
- Global Reach: Available in North America, Europe, Asia-Pacific, and Latin America
- Current Structure: Brand licensing and retail partnerships under ABG’s Boardriders division.
Billabong is no longer an independent operating company. Instead, ABG licenses the brand to regional partners who handle design, manufacturing, distribution, and retail. This shift in business model reflects ABG’s focus on high-margin brand monetization.
Founders of Billabong
Gordon Merchant and his then-wife Rena Merchant founded Billabong in 1973. The couple began by hand-sewing durable boardshorts at home and selling them to local surf shops along Australia’s Gold Coast.
Gordon Merchant, a surfer himself, understood the needs of the surf community and created a brand that embodied the rebellious and adventurous spirit of the surf lifestyle. Under his leadership, the brand expanded beyond Australia and became one of the world’s most recognized surfwear labels.
Though Gordon Merchant is no longer involved in the business, he remains an iconic figure in the history of surfwear.
Major Milestones
1973 – Foundation: Gordon and Rena Merchant launch Billabong on the Gold Coast, initially producing boardshorts for local surfers.
1980s – Australian Domination: Billabong becomes a household name in Australia and begins sponsoring professional surfers.
1990s – Global Expansion: The company expands into the U.S., Europe, Japan, and South Africa, establishing a global presence.
2000 – Listed on ASX: Billabong goes public on the Australian Securities Exchange (ASX), achieving a valuation of over AUD 1 billion.
2001–2007 – Acquisitions Spree: Billabong acquires several brands including Element (skate), Von Zipper (eyewear), Kustom (footwear), and RVCA (streetwear).
2012–2013 – Financial Crisis: The company faces major financial distress due to declining sales, poor acquisitions, and global retail competition. It undergoes debt restructuring and leadership changes.
2018 – Acquisition by Boardriders: U.S.-based Boardriders Inc. (owner of Quiksilver and Roxy) acquires Billabong in a $300 million deal, creating one of the largest action sports conglomerates.
2023 – Acquisition by ABG: Authentic Brands Group acquires Boardriders Inc., and with it, Billabong becomes part of ABG’s global brand portfolio.
2024–2025 – New Licensing Model: ABG begins rolling out a regional licensing strategy for Billabong, especially in Asia-Pacific, North America, and Europe. The brand focuses on lifestyle positioning and collaborations with influencers and surf athletes.
Who Owns Billabong?
As of 2025, Billabong is fully owned by Authentic Brands Group (ABG), a U.S.-based brand development, marketing, and licensing company headquartered in New York City. Billabong is not independently traded or listed on any stock exchange. Instead, it is a wholly owned brand under ABG’s expanding lifestyle and sportswear division.
ABG acquired full control of the Billabong brand after purchasing its parent company, Boardriders Inc., in a deal finalized in 2023. The acquisition included all assets, trademarks, and associated brands managed by Boardriders.
Parent Company: Authentic Brands Group
Authentic Brands Group (ABG) is a global brand management firm that owns and licenses over 50 consumer brands across sports, fashion, entertainment, and lifestyle sectors. It does not operate traditional retail stores. Instead, ABG licenses the use of its brands to manufacturers, distributors, and retailers around the world.
Some of ABG’s other major brands include:
- Reebok
- Nautica
- Forever 21
- Quiksilver
- Roxy
- Sports Illustrated
- Aéropostale.
Under ABG’s structure, Billabong functions as a brand asset rather than an independent operating company. Day-to-day operations, including product design, retail, and distribution, are handled by regional licensees.
Acquisition by Boardriders (2018)
Before becoming part of ABG, Billabong was acquired by Boardriders Inc. in 2018. Boardriders was the parent company of Quiksilver, Roxy, and DC Shoes. The acquisition, valued at approximately AUD 380 million, marked the consolidation of the two largest surfwear empires in the world.
The move allowed Boardriders to centralize operations, reduce costs, and create a unified distribution network. Following the acquisition, Billabong’s headquarters operations were gradually absorbed into Boardriders’ existing U.S. base, although it retained some presence in Australia.
Under Boardriders, Billabong’s performance stabilized, but the parent company itself became an acquisition target within a few years.
Acquisition by Authentic Brands Group (2023)
In March 2023, ABG announced its agreement to acquire Boardriders Inc., including all seven of its brands:
- Billabong
- Quiksilver
- Roxy
- RVCA
- Element
- Von Zipper
- DC Shoes.
The deal closed later that year, marking a significant expansion of ABG’s footprint in the active lifestyle and youth culture segment.
This acquisition transformed ABG into one of the largest brand owners in global board sports. The company now licenses Billabong to multiple retail and wholesale partners across regions. It transitioned the company from direct-to-consumer retail to a brand licensing model, reducing operational costs and focusing on marketing, influencer partnerships, and e-commerce.
Post-Acquisition Strategy
After acquiring Boardriders, ABG restructured the business into a franchise and licensing model. Billabong products are now manufactured and sold through licensed operators, with ABG collecting royalties on each sale.
This model allowed ABG to expand Billabong’s presence in new markets without bearing the cost of inventory, supply chains, or physical stores.
In 2024 and 2025, ABG awarded new licensing agreements for Billabong in:
- Europe (to a major fashion distributor)
- North America (to a sports retail conglomerate)
- Asia-Pacific (to a leading apparel group).
ABG has also prioritized collaborations, surf athlete endorsements, and regional product differentiation under the Billabong brand.
Other Relevant Ownership Details
- ABG Founder Control: Jamie Salter, founder and CEO of ABG, remains the primary strategic force behind brand acquisitions, including Billabong. He holds a controlling interest in the company.
- Private Equity Backing: ABG is backed by several major investors including BlackRock, General Atlantic, and Leonard Green & Partners.
- Not Publicly Traded: Neither Billabong nor ABG is currently listed on any stock exchange, making them privately held.
Who is the CEO of Billabong?
Billabong does not have a standalone CEO today. Instead, it operates under the direction of Jamie Salter, the founder and CEO of Authentic Brands Group. As the head of ABG, Salter oversees all strategic decisions regarding Billabong, including marketing, licensing, and retail partnerships.
CEO: Jamie Salter
Jamie Salter is the founder, chairman, and CEO of Authentic Brands Group. He leads the company’s strategy of acquiring and reinvigorating well-known brands like Billabong. He is responsible for shaping ABG’s licensing-first approach and global expansion.
Background and Career Highlights
Salter has over 30 years of experience in the action sports and brand licensing industries. He began his career co-founding Ride Inc. in 1992, which he took public by 1994. After leaving Ride in 1996, he co-founded Hilco Consumer Capital in 2006 and stayed until 2010. He then launched Authentic Brands Group that same year.
He has led more than $35 billion in investment deals, including acquisitions of brands such as Reebok, Champion, and Nautica. His efforts have built ABG into a powerhouse whose portfolio drives over $30‑32 billion in global retail sales.
Leadership Style and Strategy
Salter’s strategy emphasizes brand licensing and partnership over ownership of manufacturing and retail. He leverages ABG’s platform to grow brands through retail licensees, e-commerce, influencer collaborations, and targeted market activations.
He’s crafted a business model celebrated for reviving distressed labels while drawing both praise for preservation and criticism for relying heavily on royalty income.
Role with Billabong
As part of ABG’s acquisition of Boardriders in 2023, Salter directly oversees Billabong’s license and brand trajectory. He collaborates with partners like Liberated Brands (now O5 Apparel Group) to shape Billabong’s North American and global strategy.
He publicly emphasized the value and cultural connection of action-sport brands, stating that these brands provide authentic experiences and global appeal.
Current Initiatives and Future Plans
In 2025, Salter is focusing on:
- Expanding global licensing deals for Billabong.
- Strengthening partnerships like the one with O5 Apparel Group, which manages retail operations and athlete programs.
- Showcasing the brand at global events like ABG’s London Open House, which highlights its continued growth under his leadership.
Billabong Annual Revenue and Net Worth
Billabong remains a financially robust brand, drawing from both online channels and a licensor-led model. With ecommerce contributing a steady $100+ million annually, and total revenues estimated at $586 million.
As of July 2025, the estimated net worth of Billabong is around $580 million making it a useful part of ABG.
Revenue
In 2024, Billabong’s flagship ecommerce site generated approximately $102 million in net sales. According to current data, the platform is projected to grow modestly by 0–5% in 2025.
As of June 2025, monthly online revenue reached around $8 million, indicating a steady performance compared to the preceding month.
Beyond ecommerce, Billabong’s total annual revenue is estimated at around $586 million, encompassing wholesale, licensing, and global retail channels. This reflects its transition from traditional retail operations into a diversified revenue mix under the licensing model led by ABG.
2025 Brand Net Worth
As of July 2025, the estimated Billabong’s overall net worth stands at $580 million, with revenue per employee indicating strong operational efficiency. While ecommerce contributed approximately USD 100–102 million, the majority of sales stem from licensing agreements and global wholesale.
Although Billabong is privately held, analysts place its implied brand valuation in line with the broader strategy of ABG. Billabong operates as a key asset in ABG’s $32 billion global retail sales portfolio.
Given ABG’s aggressive valuation of its sports and lifestyle brands, Billabong’s net worth of $580 million is quite reasonable, once brand equity, global reach, and licensing streams are factored in.
Here is Billabong’s estimated revenue and net worth over the past 10 years (2015–2025):
| Year | Estimated Annual Revenue (USD) | Estimated Net Worth (USD) | Notes |
|---|---|---|---|
| 2015 | $970 million | $800 million | Revenue peaked before major decline began |
| 2016 | $820 million | $650 million | Cost-cutting initiatives began |
| 2017 | $740 million | $580 million | Net losses and asset write-downs |
| 2018 | $620 million | $400 million | Acquired by Boardriders Inc. for ~$300M |
| 2019 | $590 million | $420 million | Restructuring and integration with Quiksilver |
| 2020 | $470 million | $390 million | COVID-19 pandemic hits retail and surf industry |
| 2021 | $510 million | $430 million | Growth through ecommerce and digital channels |
| 2022 | $540 million | $460 million | Recovery and early licensing focus |
| 2023 | $565 million | $500 million | Boardriders acquired by Authentic Brands Group |
| 2024 | $580 million | $550 million | New licensing model implemented under ABG |
| 2025 | $586 million | $580–600 million (est.) | Stable performance under ABG’s global brand system |
Context within ABG’s Portfolio
Authentic Brands Group manages over 50 global brands, which collectively generate more than $32 billion in annual sales. Billabong, as part of the Boardriders acquisition, benefits from this scale. Its contribution sits alongside brands like Quiksilver, Roxy, and RVCA, greatly enhancing its global footprint and licensing leverage.
Brands Owned by Billabong
As of 2025, Billabong no longer independently owns or operates other companies or brands. It functions as a brand asset under Authentic Brands Group (ABG), and is licensed to various partners worldwide.
However, during the years it operated as an independent surfwear company (1973–2018) and later under Boardriders Inc. (2018–2023), Billabong owned and managed several well-known action sports and lifestyle brands.
Below is a detailed breakdown of the companies, brands, and entities that were once owned or directly operated by Billabong, presented as of their last known integration under Billabong before being consolidated under Boardriders, and eventually under ABG:
| Brand/Company | Focus Area | Year Acquired by Billabong | Key Offerings | Current Status (2025) |
|---|---|---|---|---|
| Element | Skateboarding & streetwear | 2001 | Skateboards, apparel, footwear, accessories | Now owned by ABG (via Boardriders acquisition) |
| RVCA | Lifestyle, art, skate, MMA | 2010 | Apparel, accessories, athlete sponsorships | Now owned by ABG (via Boardriders acquisition) |
| Von Zipper | Eyewear & accessories | 2001 | Sunglasses, snow goggles, lifestyle gear | Now owned by ABG (via Boardriders acquisition) |
| Xcel | Wetsuits & water sports gear | 2007 | Surf wetsuits, diving suits, neoprene tech | Now owned by ABG (via Boardriders acquisition) |
| Kustom Footwear | Surf-inspired casual footwear | 2004 | Flip-flops, casual shoes | Now owned by ABG (via Boardriders acquisition) |
| Palmers Surf Wax | Surf accessories | ~2000s (Exact year unlisted) | Surfboard wax, accessories | Now owned by ABG (via Boardriders acquisition) |
| Sector 9 | Skateboarding (longboards/cruisers) | 2008 | Longboards, cruisers, apparel | Sold by Billabong in 2016, not part of ABG |
| Tigerlily | Women’s swimwear & resortwear | 2007 | Swimsuits, dresses, beachwear | Sold by Billabong in 2017, now independent |
Element Skateboards
Element was a prominent skateboarding and streetwear brand acquired by Billabong in 2001. It specialized in skateboard decks, footwear, apparel, and accessories, and was highly influential in youth and action sports culture. Under Billabong, Element operated with its own team of professional skaters and hosted international skateboarding events. The brand focused on a blend of environmental consciousness and urban street style.
RVCA
RVCA was acquired by Billabong in 2010. Known for its strong connection to art, skateboarding, surfing, and mixed martial arts (MMA), RVCA was a unique lifestyle brand that blended athletic performance with subcultural design. The brand was led by founder PM Tenore and maintained creative independence under Billabong. RVCA sponsored artists, athletes, and musicians, and built a strong following in both urban and beach communities.
Von Zipper
Von Zipper was Billabong’s in-house eyewear and accessories brand. It specialized in sunglasses, snow goggles, and lifestyle accessories targeted toward the surf, skate, and snowboarding scenes. Billabong developed Von Zipper into a youth-focused brand known for its bold designs and playful marketing. The brand often collaborated with musicians and athletes, creating limited-edition collections.
Xcel Wetsuits
Billabong acquired Xcel in 2007, a high-performance wetsuit manufacturer based in Hawaii. Xcel was recognized for its innovation in surfwear, especially cold-water wetsuits and neoprene technologies. Under Billabong, Xcel won several industry awards for design and performance. The brand catered to professional surfers, divers, and water sports athletes.
Kustom Footwear
Kustom was Billabong’s footwear division, focusing on casual shoes and sandals for the surf lifestyle market. The brand emphasized comfort, durability, and surf-inspired aesthetics. It had a limited global footprint but remained popular in Australia and parts of Southeast Asia. Kustom was typically bundled with Billabong’s core apparel offerings in retail stores.
Palmers Surf Wax
Palmers was a surf wax and accessory brand acquired by Billabong to complement its broader product portfolio. While not widely known outside the surf industry, Palmers was a staple in surf shops and helped Billabong maintain credibility among core surf enthusiasts. It was used primarily as an add-on brand in the company’s wholesale business.
Sector 9 (Previously Owned)
Sector 9, a longboard and skateboard company, was part of the Billabong portfolio from 2008 until it was sold off in 2016 as part of a restructuring plan. During its time with Billabong, Sector 9 was a leading brand in downhill skateboarding and lifestyle cruisers. Though it is no longer part of Billabong’s assets, it was one of the most notable brands the company had previously acquired and operated.
Tigerlily (Previously Owned)
Tigerlily was Billabong’s women’s swimwear and resortwear brand. It was acquired to diversify Billabong’s offering in the premium fashion and swimwear space. Known for bohemian-inspired designs, Tigerlily was sold in 2017 as part of a strategic exit from non-core fashion labels. While no longer part of the brand portfolio, it played a key role in Billabong’s early expansion into women’s lifestyle apparel.
Final Thoughts
Billabong is no longer the independent surfwear giant it once was. Today, it is a global lifestyle brand owned by Authentic Brands Group. Through its transformation, Billabong moved from manufacturing and retail into a licensing-based model. It now operates under a streamlined strategy led by ABG, allowing the brand to focus on global exposure without the burdens of operational overhead. The ownership journey reflects how iconic brands evolve and survive in competitive markets.
FAQs
Who owns Billabong company?
Billabong is owned by Authentic Brands Group (ABG), a U.S.-based brand management company. ABG acquired the brand through its 2023 purchase of Boardriders Inc., which previously owned Billabong.
Who is Billabong founder?
Billabong was founded in 1973 by Gordon Merchant and his then-wife Rena Merchant. They began by sewing and selling handmade boardshorts from their home on the Gold Coast, Australia.
Where did Billabong start?
Billabong started in Burleigh Heads, located on the Gold Coast in Queensland, Australia. It was originally a small surfwear company catering to local surfers.
Is Billabong an Australian brand?
Yes, Billabong originated in Australia and is deeply rooted in Australian surf culture. However, it is no longer Australian-owned and is now managed by a U.S. company.
Does Billabong own Boardriders?
No, the opposite is true. Billabong was owned by Boardriders Inc. from 2018 to 2023. Boardriders was the parent company, managing Billabong along with other surf and skate brands like Quiksilver and RVCA, before being acquired by ABG.
Who currently owns Billabong?
As of 2025, Authentic Brands Group owns Billabong. ABG acquired all Boardriders brands in 2023, including Billabong, Quiksilver, Roxy, and Element.
Who bought Billabong in Australia?
In 2018, the U.S.-based company Boardriders Inc. acquired Billabong, which was still an Australian publicly listed company at the time. This marked the end of Billabong’s status as an independent Australian firm.
What country invented Billabong?
Billabong was invented in Australia. The brand’s name even comes from an Australian Aboriginal word meaning “a river or stream that runs only during the rainy season.”
How many countries is Billabong in?
Billabong products are available in over 100 countries through retail stores, distributors, and licensed partners. The brand has a strong presence in North America, Europe, Asia-Pacific, and Latin America.
Who owns Billabong in Australia?
While Billabong continues to be sold in Australia, it is not Australian-owned. It is owned by Authentic Brands Group, an American company, which licenses the brand to local partners for distribution in Australia.
Is Billabong still an Australian company?
No, Billabong is no longer Australian-owned. It is now part of the U.S.-based Authentic Brands Group.
Did Quiksilver merge with Billabong?
Yes, both brands were merged under Boardriders Inc., which was later acquired by ABG.
Where is Billabong headquartered now?
While its roots are in Australia, Billabong’s operations are now managed globally through ABG’s licensing network.