Quiksilver changes name to Boardriders following restructure

By

Obi Anyanwu

Published
Mar 8, 2017

Quiksilver, Inc. announced on Wednesday that it has changed its corporate name to Boardriders, Inc. The action sports and lifestyle company changed its name to signal a new phase for the company and to better reflect its full range of brands, including Quiksilver, Roxy and DC Shoes.

 
Boardriders filed for bankruptcy in September 2015 and emerged from Chapter 11 bankruptcy in February 2016, supported by investment fund Oaktree. The distressed debt investor, already a stakeholder for Billabong, agreed last year to bail out the ailing firm in return for an equity ownership of over 90%.  Boardriders Inc, now a private company, has since turned its business around by embarking on a restructuring plan that included right-sizing its cost structure, streamlining distribution, reducing excess inventory and re-engineering its entire global development engine.
 
“The renaming of our company signifies the beginning of a new day at Boardriders,” said Pierre Agnes, Chief Executive Officer of Boardriders. “Our teams around the world have been building our resurgence brick-by-brick. Their passion and tireless execution, along with the loyalty of our customers, suppliers, and partners, has allowed us to complete the restructuring phase of our turnaround and to begin shifting our focus to growth. As we pivot to growth, we think it is important to recognize the importance of all three of our iconic brands, and the passion of the boardriding culture that those brands support.”

In addition to the name change, Boardriders announced the fall 2017 opening of its first namesake store in the Americas in Malibu, CA; a new partnership with Accor Hotels for the Quiksilver and Roxy brands and the Jo & Joe hospitality concept; and the launch of the Quiksilver Generations campaign, which celebrates the brand’s history. Boardriders will also be hosting the Quiksilver Pro Gold Coast from March 14th to March 25th, 2017.
 
Founded in Australia in 1969, Boardriders operates its namesake brand, as well as Roxy and DC Shoes. The California-based company has deep roots in outdoor action sports, including surf, snow and skate.