While reporting on the appointment of new managers, Boardriders says it has several strategic initiatives in full swing that are generating stronger profitability and that it is making progress in integrating Billabong's former operations, giving it more firepower to focus on growth. Not only will Boardriders increase investment into its brands, but it is also promoting several people to help drive its growth agenda.
Measures taken earlier this year included the closure of the company's Billabong operations in Hossegor, France, which saw the elimination of 62 jobs, following the completion of its merger in April. With Billabong as part of its new growth vision, Boardriders says it is now again ready to invest in its digital transformation, leverage the strength of its brands to expand into new categories, and unlock new revenue streams through partnerships.
One of the latest efforts on the digital front has been the distribution of a vintage collection of Quiksilver clothing in September. It was marketed over Instragam only, and its 150 one-of-a-kind items sold out in 24 hours across the EMEA region.
The group also plans to increase the speed and regional flexibility of its product development, change its go-to-market strategy, launch a new centralized sustainability platform, and emphasize the expansion of leadership in woman's products. It has set up a new Revenue Management Office to oversee and coordinate the implementation of its new growth initiatives.
Meanwhile, the company has created some new roles, repositioning and promoting various manages. In particular, it has appointed new dedicated global managers for different product lines. Among others, Mark Weber has been promoted to a new role as global general manager for Billabong Men's. In another promotion, Katie Singer will be running Billabong Women's in a similar role.
As global general manager of the group's Street division, Dan Levine will help pull together efforts at DC Shoes and Element in the skate and street space. David Brooks will transition out of Element and become the group's global general manager for partnerships and distribution across all the brands.
Replacing Kevin Meehan, who is leaving the group for a new opportunity, Brad Blankinship will head up RVCA as the brand's global general manager. Cathey Curtis will be elevated to the same role as global general manager for RVCA Women's. She takes on a dual role by also coordinating cross-brand sustainability efforts as the global head of sustainability at the company.
Shannan North will oversee the teams in charge of Billabong Men's, Billabong Women's, Quiksilver, Roxy and Xcel. As president of commercial strategy and growth, she will lead the global retail strategy and drive cross-branded commercial strategies.
On a regional basis, the company has confirmed Greg Healy's position of global president of Boardriders for EMEA and the Asia-Pacific region, following Thomas Chambolle's departure in April. Nate Smith will oversee the Americas as global president. They will report to David Tanner, the U.S.-based chief executive of the group.
