Authentic Brands Group is on the verge of finalizing a partnership deal for the Boardriders brands in Europe, as reported by various sources and confirmed by Authentic.
Europe, crucial for Boardriders, has posed challenges in securing an operating partner due to market complexities and diverse business models. Currently, Authentic is exclusively negotiating with French company Beaumanoir Group, owner of several fashion brands like Cache Cache and Bonobo. If the deal progresses, Beaumanoir would resemble Liberated Brands, operating multiple brands under license while Authentic retains IP ownership of Boardriders, including Quiksilver and Roxy.
Boardriders’ significant presence in Saint-Jean-De-Luz has largely avoided layoffs due to stringent French labor laws. Given the group’s regional expertise, the potential partnership with Beaumanoir is seen as advantageous.
John McNamara, Authentic’s Chief Strategy and Transition Officer, expressed confidence in the partnership, emphasizing Beaumanoir’s understanding of the region and industry leadership. Nico Foulet, overseeing Europe for Boardriders, expressed enthusiasm for the opportunity, aiming to adapt swiftly to market changes and enhance brand influence.
Authentic acquired Boardriders and its brands in September 2023, transitioning to a licensing model with partnerships worldwide.
