Volcom is one of the most recognizable names in skate, surf, and snow apparel. But as the brand evolved over the decades, many wonder who owns Volcom today. This article explores its ownership, parent company profile, leadership, revenue, and subsidiaries.
Volcom Profile
Volcom is a lifestyle brand that designs, markets, and distributes clothing, footwear, accessories, and related products for the skateboarding, surfing, and snowboarding markets. Known for its authentic connection to youth subcultures, Volcom has maintained a strong brand identity centered around creativity, freedom, and board sports.
Founded in 1991 in Costa Mesa, California, Volcom was one of the first brands to combine skate, surf, and snowboarding cultures under one label. The company’s slogan, “True to This,” reflects its deep connection to the action sports community.
Volcom operates globally through wholesale distribution, e-commerce platforms, and branded retail stores. It is currently licensed and operated by Liberated Brands, which was created by Volcom’s former executive team after the brand was sold to Authentic Brands Group (ABG) in 2019. As of 2025, Volcom products are sold in over 60 countries, with retail stores and a strong digital presence.
Founders
Volcom was founded by Richard “Wooly” Woolcott and Tucker Hall in 1991.
- Richard Woolcott was a former professional snowboarder who left his job at Quiksilver to start his own brand focused on youth rebellion and alternative sports culture.
- Tucker Hall, a surfer and marketing visionary, partnered with Woolcott to develop a company rooted in authenticity, creativity, and individuality.
Together, they created what would become one of the most influential youth lifestyle brands of the 1990s and 2000s.
Major Milestones
1991 – Volcom is founded in Orange County, California, with just $5,000 in seed funding. It quickly gains traction in the skate, surf, and snowboarding scenes.
1995 – Volcom launches its own record label, Volcom Entertainment, to blend music and fashion—one of the first action sports brands to do so.
2005 – Volcom goes public and lists on the NASDAQ under the symbol VLCM, making it one of the few youth brands to reach IPO status.
2008 – Volcom opens flagship retail stores in New York City and other key global locations, increasing brand visibility worldwide.
2011 – French luxury group Kering acquires Volcom for $608 million to expand its footprint in the sports and youth apparel market.
2019 – Kering sells Volcom to Authentic Brands Group (ABG) as part of its exit from non-luxury sectors. Volcom’s U.S. leadership team forms Liberated Brands, which acquires a long-term license to run the business.
2021 – Volcom celebrates its 30th anniversary, releasing limited-edition products and launching retrospective marketing campaigns.
2024 – Volcom expands deeper into sustainable fashion, introducing eco-friendly collections made with recycled materials and organic fabrics under the “Eco-True” label.
2025 – Volcom continues to grow globally, especially in the Asia-Pacific and Latin American markets. The brand has also integrated AI-driven personalization into its e-commerce operations to target Gen Z consumers more effectively.
Who Owns Volcom?
Volcom is currently owned by Authentic Brands Group (ABG), a privately held global brand development and licensing company headquartered in New York City. ABG owns 100% of Volcom’s intellectual property, while the day-to-day operations of the brand are managed by Liberated Brands, a separate entity formed by Volcom’s former U.S. leadership team.
This ownership structure allows ABG to retain control of the brand’s strategic licensing and brand management, while Liberated Brands handles product development, marketing, retail, and distribution worldwide.
Parent Company: Authentic Brands Group
Authentic Brands Group was founded in 2010 by Jamie Salter. It has since become one of the largest brand holding companies in the world. ABG specializes in acquiring, managing, and monetizing globally recognized consumer brands across fashion, sports, entertainment, and media.
As of 2025, ABG manages more than 50 brands, including Reebok, Forever 21, Brooks Brothers, Nautica, Juicy Couture, and Sports Illustrated. The company operates on a licensing model, partnering with operators and retailers to run the day-to-day aspects of each brand.
Volcom fits into ABG’s youth and active lifestyle division, positioned alongside other brands that cater to Gen Z and millennial consumers.
Acquisition by ABG
Volcom was acquired by Authentic Brands Group in April 2019. The purchase marked the end of Volcom’s ownership under Kering, a French multinational luxury group that had bought Volcom in 2011.
Kering acquired Volcom for approximately $608 million as part of a diversification strategy beyond luxury fashion. However, Kering later shifted its focus exclusively toward high-end luxury brands like Gucci, Balenciaga, and Saint Laurent. As a result, it sold Volcom to ABG, which specializes in consumer-focused, mass-market brand management.
After the acquisition, ABG licensed Volcom’s global business operations to Liberated Brands, a company formed by Volcom’s former CEO Todd Hymel and other original team members. This move ensured continuity of Volcom’s brand culture while benefiting from ABG’s financial strength and global licensing network.
Role of Liberated Brands
Liberated Brands is not a separate owner but rather the global operating licensee for Volcom. It manages all aspects of the brand’s operations, including:
- Design and product development
- Global marketing and creative direction
- Wholesale, e-commerce, and retail store operations.
Liberated Brands operates Volcom under a long-term licensing agreement with Authentic Brands Group. This partnership model has allowed Volcom to maintain its identity and leadership continuity while expanding into new international markets.
Other Relevant Details
- Volcom’s U.S. headquarters remains in Costa Mesa, California, even after the ownership changes.
- Volcom Japan and Volcom Europe operate under the same licensing framework, managed by regional teams under the direction of Liberated Brands.
- Volcom’s leadership team includes many individuals from its early years, preserving the original culture and design philosophy of the brand.
- Brand identity and mission continue to focus on “youth against establishment,” promoting skate, surf, and snowboarding culture with an emphasis on sustainability, art, and creativity.
Volcom’s current ownership model—intellectual property owned by ABG and operations managed by Liberated Brands—has proven successful in keeping the brand authentic while ensuring financial and strategic scalability.
Who is the CEO of Volcom?
Volcom no longer has a standalone CEO. After its 2019 acquisition by Authentic Brands Group (ABG), brand operations were licensed to Liberated Brands, a firm created by former Volcom leaders. These leaders initially steered the brand under license from ABG, combining original culture with global licensing efficiencies.
Todd Hymel: Inaugural CEO of Liberated Brands
Todd Hymel, former Volcom executive, became the founding CEO of Liberated Brands in 2019. He led a bold expansion that included licenses for multiple heritage surf and skate brands. Under his leadership, Liberated surged—revenue grew from around $350 million in 2021 to $422 million in 2022—thanks to pandemic-fueled consumer demand.
However, by late 2024, rising interest rates, inflation, supply chain strain, and fast-fashion competition triggered financial distress. In December 2024, ABG terminated the North American licenses for Volcom, RVCA, and Billabong due to defaults on royalty payments. Hymel disclosed the bankruptcy filing in February 2025 and led store closures—shuttering 124 U.S. stores and laying off about 1,400 employees.
Post-Bankruptcy Leadership: The New Regional Team
Following the licensing termination in North America, ABG reassigned Volcom’s brand operations to new global licensees. In Europe, former Liberated leadership formed OneTurn, with Joost Grootswagers as CEO and Antoine Lanusse as COO. They took over European Volcom operations, including 20 owned stores and approximately 240 staff, maintaining continuity and profitability.
In the U.S., brand leadership has shifted to new General Managers under fresh licensees. Brent Lantz has been appointed as the new GM of Volcom in North America, succeeding the former Liberated team.
Volcom’s Licensees: From Liberated Brands to New North American Partners
Volcom operates under a licensing model managed by its parent company, Authentic Brands Group (ABG). This means ABG owns the Volcom brand but partners with regional companies to handle everything from design and distribution to retail and marketing.
From 2019 until early 2025, Liberated Brands held the exclusive license for Volcom in North America and other select territories. The company was originally formed by Volcom executives after ABG’s acquisition from Kering and aimed to maintain the brand’s core identity. However, in May 2025, Liberated Brands filed for Chapter 11 bankruptcy protection, citing unsustainable lease obligations and changing retail dynamics. This led to the closure of more than 120 Volcom retail stores across the U.S. and signaled the end of Liberated’s role.
In mid-2025, ABG reassigned Volcom’s North American license to two new entities:
- La Jolla Group: A California-based company with decades of experience managing action sports and youth lifestyle brands like O’Neill and Metal Mulisha. La Jolla Group now oversees operations, logistics, wholesale distribution, and backend retail management for Volcom in the U.S.
- Concepts: A Brooklyn-based fashion and streetwear retailer known for its high-end collaborations and cultural relevance. Concepts is now responsible for brand creative direction, retail strategy, and customer-facing experiences in the North American market.
This dual-licensee approach allows Volcom to leverage La Jolla Group’s infrastructure and Concepts’ trend-forward influence to reestablish its U.S. footprint. Meanwhile, the brand continues to thrive internationally through longstanding licensees such as Liberated Brands Europe and Volcom Japan, both of which remain unaffected by the North American restructuring.
Decision‑Making Structure
- ABG (Parent): Sets overarching brand strategy and licensing decisions.
- Licensees (Liberated Brands → New license holders): Handle day-to-day operations, product design, marketing, wholesale, e‑commerce, and retail channels.
- CEO’s Role: Initially included rapid growth and multi-brand consolidation. Today, regional CEOs focus on operational recovery, maintaining profit, and cultural authenticity.
Volcom Annual Revenue and Net Worth
In 2024, Volcom generated approximately $380 million in total annual revenue. This figure reflects sales from all channels: wholesale, retail, and e-commerce. The brand’s flagship online store, volcom.com, contributed around $19 million in sales during 2024. Analysts expect 5–10% growth in this e‑commerce revenue in 2025, pointing to a stronger digital presence.
The brand’s comprehensive revenue stream underscores its multi-channel approach: thousands of wholesale accounts, its own retail stores globally, and a growing online operation.
Revenue by Channel
Volcom’s wholesale and retail operations continue to dominate the revenue mix. Wholesale remains the primary engine, fueling distribution across more than 60 countries and various retail formats. Despite the closure of over 120 North American stores in early 2025, operations in Europe and Asia‑Pacific have stabilized revenue flow.
E-commerce, once a smaller piece of the pie, is increasingly influential. Online sales of $19 million in 2024, with projected hikes into 2025, reflect changing consumer habits and Volcom’s ability to adapt digitally.
Net Worth
“Net worth” for a brand like Volcom signifies its intangible assets: reputation, brand equity, and licensing value. According to brand valuation tools, Volcom’s net worth in July 2025 is estimated at approximately $580 million, up from $55 million in 2024.
This rise reflects the brand’s continued relevance within youth-driven, boardsports culture, and its solid footing in emerging markets.
While this valuation isn’t directly tied to Volcom’s parent company (Authentic Brands Group), it does reinforce the brand’s standalone value within ABG’s vast portfolio.
Here is a detailed 10-year historical revenue and net worth of Volcom:
| Year | Estimated Annual Revenue | Estimated Brand Net Worth |
|---|---|---|
| 2015 | $325 million | $400 million |
| 2016 | $310 million | $380 million |
| 2017 | $295 million | $350 million |
| 2018 | $285 million | $330 million |
| 2019 | $300 million | $340 million |
| 2020 | $260 million | $280 million |
| 2021 | $350 million | $420 million |
| 2022 | $422 million | $460 million |
| 2023 | $395 million | $430 million |
| 2024 | $380 million | $550 million |
| 2025 | $380–390 million (est.) | $580 million |
Drivers Behind Financial Performance
Several factors shape Volcom’s financial trajectory in 2025:
- International Resilience: Despite U.S. retail setbacks, Volcom’s presence in Europe, Japan, and Latin America has remained strong, providing a buffer against North American disruptions.
- E‑Commerce Expansion: A growing online customer base is not only boosting direct sales but also data‑driven marketing and personalization strategies.
- Parent-Brand Synergy: As part of ABG’s licensing ecosystem, Volcom benefits from shared marketing, supply chain, and distribution networks—enhancing cost efficiency and global reach.
Outlook for 2025
Despite recent challenges, Volcom enters 2025 with robust fundamentals. Revenue is solid at around $380 million, split across channels, with e-commerce growth poised to accelerate. A net worth of over $61 million demonstrates sustained brand equity.
As global licensees stabilize operations in key regions and as digital growth continues, Volcom appears well-positioned for renewed expansion and profitability throughout the year.
Brands Owned by Volcom
Volcom, as of 2025, operates as a licensed brand under the ownership of Authentic Brands Group (ABG). However, under its licensed operator Liberated Brands (and now its successors in various regions), Volcom has historically built or partnered with several entities that support its core business in skate, surf, and snowboarding culture. These entities are focused on retail, creative collaborations, music, events, and lifestyle extensions—all operated directly by Volcom or under its licensed network.
Below is a list of the major brands and subbrands owned by Volcom as of 2025:
| Entity/Brand Name | Type | Purpose/Focus | Operated By | Regions Active |
|---|---|---|---|---|
| Volcom Stone | Master Brand | Core apparel, footwear, accessories for skate, surf, and snow lifestyle | Volcom / Licensees | Global |
| Volcom Entertainment | Record Label/Media | Music promotion, band sponsorships, video content, brand-aligned culture | Volcom (Creative Marketing Team) | U.S., Europe, Online |
| Volcom Featured Artists | Collaboration Program | Artist-led apparel collections, art-driven designs | Volcom Design Department | Global (Retail + Online) |
| Volcom Outerwear | Product Sub-Division | Snowboarding gear including jackets, pants, gloves, and accessories | Volcom Product Division | U.S., Europe, Japan, Canada |
| Volcom Skateboarding | Division/Team | Skateboarding apparel, footwear, video content, pro team management | Volcom Action Sports Team | Global |
| Volcom Wetsuits | Product Line | Wetsuits, rash guards, surf accessories for core surf market | Volcom Surf Division | U.S., Australia, Japan, Hawaii |
| Volcom Retail Stores | Physical Retail | Branded retail outlets selling full product lines | Regional Licensees | 50+ locations (Europe, APAC, LatAm) |
| Volcom E-Commerce | Online Platform | DTC websites for global audiences with regional customization | Licensees / ABG Partnerships | Global (volcom.com + regional sites) |
| True To This Events | Brand Campaign Entity | Events, contests, youth community outreach, lifestyle activations | Volcom Marketing Team | Global (event-based) |
Volcom Stone
Volcom Stone is the core brand identity used globally across all product categories. This label represents the full range of Volcom’s offerings including men’s, women’s, and youth apparel, footwear, outerwear, and accessories. It is the central retail and e-commerce brand under which most business is conducted. Volcom Stone spans skate, surf, snowboarding, and streetwear, and is known for its iconic geometric stone logo.
This is the master brand from which all other Volcom initiatives are derived, and it remains the primary driver of brand recognition worldwide.
Volcom Entertainment
Volcom Entertainment is Volcom’s independent record label and media entity, founded in 1995. It was created to support underground bands and youth-driven music culture, integrating music into the Volcom lifestyle. The label has signed and supported dozens of punk, rock, and indie bands over the years, and helped host branded tours, music festivals, and in-store performances.
As of 2025, Volcom Entertainment continues to release limited music content, create digital media campaigns, and collaborate with artists for capsule collections and brand storytelling. It also contributes to soundtracks for Volcom skate and surf videos.
Volcom Featured Artists Program
This program is a creative brand sub-entity focused on artist collaborations. Launched to give exposure to independent and underground illustrators, painters, and graphic designers, this initiative integrates art directly into Volcom’s apparel and accessories.
Volcom contracts these artists to create exclusive seasonal pieces, limited collections, and store visuals. While not a standalone company, it operates like a brand unit within the larger Volcom ecosystem, helping differentiate Volcom from other skate and surf apparel brands.
Volcom Outerwear
Volcom Outerwear is a dedicated snowboarding apparel sub-brand within Volcom’s product structure. It includes snow jackets, pants, gloves, and cold-weather gear, all designed with technical performance in mind for mountain sports.
This sub-brand operates as part of Volcom’s larger product department but has its own team of designers, athletes, and ambassadors. Volcom Outerwear has become especially important in Europe, Japan, and North American snowboarding markets. It also supports Volcom’s presence at winter sports competitions.
Volcom Skateboarding
Volcom Skateboarding is the brand’s skate-specific division, created to support pro riders, skate videos, global tours, and technical skateboarding apparel and footwear.
This sub-entity supports a global skate team and has a long history of producing influential skate films and contest series. Although it falls under the main Volcom brand umbrella, it is managed as a distinct business focus with specialized product lines, sponsorship strategies, and retail activations.
Volcom Wetsuits
Volcom Wetsuits is a specialized surf equipment extension launched under Volcom’s technical division. As of 2025, the brand offers full wetsuits, springsuits, and surf accessories such as booties and rash guards.
Wetsuits are sold in select markets, especially Australia, Japan, California, and Hawaii. This line complements Volcom’s surf apparel and completes its offering to core surfers. While it is not a standalone company, it operates with its own seasonal collections and surf-specific product development.
Volcom Stores & E-Commerce Platforms
Volcom operates a global retail and e-commerce network under its own name. These stores and websites are directly operated by licensed entities in each region (e.g., OneTurn in Europe, new ABG licensees in the U.S.).
As of 2025:
- Volcom has more than 50 branded retail stores across Europe, Japan, Australia, and Latin America.
- Its global e-commerce platforms (like volcom.com and regional domains) serve as direct-to-consumer channels and are customized per region under licensed operation.
The retail network operates not just as a sales engine, but also as an experience-driven marketing platform that features skateboarding events, local art, and music promotions.
Volcom True To This Events & Activations
While not a company or brand in the traditional sense, True To This is Volcom’s long-running brand campaign turned cultural initiative. It includes branded film projects, community events, surf/skate/snow contests, and youth subculture activations.
This initiative is directly organized and operated by Volcom’s marketing teams and continues to serve as a grassroots outreach vehicle, especially in emerging markets and among Gen Z communities.
Final Thoughts
Volcom is no longer a standalone public company. It is now part of the large portfolio owned by Authentic Brands Group. ABG’s acquisition in 2019 shifted Volcom’s path, allowing it to focus on its core customer base while benefiting from global licensing expertise. With management handled by Liberated Brands and strategic direction by ABG, Volcom continues to be a strong presence in youth lifestyle apparel and action sports.
FAQs
Who is Volcom owned by?
Volcom is owned by Authentic Brands Group (ABG). The company acquired Volcom in 2019 and holds full ownership of its brand rights. Operational control is managed through regional licensees like OneTurn in Europe and newly appointed partners in North America.
Who is the new owner of Volcom?
The current owner of Volcom is Authentic Brands Group. However, following the 2025 bankruptcy of former licensee Liberated Brands, ABG reassigned Volcom’s operational licenses to new partners in various regions.
How much was Volcom sold for?
Volcom was sold to Kering in 2011 for approximately $608 million. In 2019, Kering sold Volcom to Authentic Brands Group, although the exact sale price for the ABG acquisition was not publicly disclosed.
Does Kering own Volcom?
No, Kering no longer owns Volcom. Kering sold the brand to Authentic Brands Group in 2019 as part of a strategic shift away from sports and youth-focused labels to concentrate on luxury fashion.
Is Volcom permanently closing?
No, Volcom is not permanently closing. While its former U.S. operator, Liberated Brands, filed for bankruptcy in early 2025 and shut down over 120 stores, the brand itself continues to operate globally under new licensees.
Is Volcom going out of business in 2025?
Volcom is not going out of business in 2025. Despite financial restructuring in the U.S., the brand remains active in global markets, including Europe, Japan, and Latin America. ABG continues to support the brand’s long-term future.
Is Volcom a good brand?
Yes, Volcom is considered a reliable and authentic brand in skateboarding, surfing, and snowboarding circles. It has maintained strong cultural relevance, product quality, and a loyal customer base for over three decades.
Who owns Volcom clothing brand now?
Volcom is owned by Authentic Brands Group. The brand’s global operations are managed by Liberated Brands under a long-term licensing agreement.
When did ABG buy Volcom?
ABG acquired Volcom in April 2019 from the Kering Group.
Was Volcom ever a public company?
Yes, Volcom went public in 2005 and was later acquired by Kering in 2011 before being sold to ABG.
Is Volcom an American brand?
Yes, Volcom was founded in California in 1991. Despite being owned by a global brand manager, it retains its American roots and identity.