Huntington Beach-based action sports clothing company Quiksilver, which underwent a bankruptcy restructuring a year ago, announced Wednesday it is rebranding its corporation as Boardriders Inc.
Though the company will continue with its Quiksilver brand, along with ROXY and DC Shoes, the new name reflects its “boardriding culture and heritage,” according to the company.
“The renaming of our company signifies the beginning of a new day at Boardriders,” said CEO Pierre Agnes. “Our teams around the world have been building our resurgence brick-by-brick … 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.”
Dave Tanner, the managing director of the company’s efforts to emerge from bankruptcy, said, his team “has spent the last 18 months focused on rebuilding its foundation from the bottom up, and the results are showing.”
“While we will always maintain the discipline of our new ways of running the business, we are excited to begin to turn our focus toward serving our customers and consumers within the boardriding community in new and innovative ways,” Tanner said. “While our industry dynamics continue to be challenging, this is a company that is now prepared to be playing less defense and more offense.”
The company also announced a new partnership with Accor Hotels to “integrate the Quiksilver and ROXY brands into its new Jo & Jo hospitality concept.”
The first Boardriders store in the U.S. is slated to open in Malibu on Pacific Coast Highway this fall.
—City News Service