Expanded Boardriders Japan Alliance Continues
Authentic Brands Group (ABG) has extended its partnership with Boardriders Japan (BRJ) to include the action sports brands Volcom and Spyder. This move marks the final phase of ABG's regional transition strategy for these brands.
The new agreement covers retail, wholesale, and e-commerce operations for nine action, surf, and outdoor sports brands across Japan. Boardriders Japan (BRJ) will manage the operations of these brands in Japan, effective immediately.
Wesley Chu, president of Asia Pacific at ABG, views Japan as a cornerstone market for the company's portfolio. He believes that the expansion with Volcom and Spyder presents an opportunity to scale brand influence. David Brooks, executive vice president of Action and Outdoor Sports, Lifestyle at ABG, expressed confidence that the expansion will bring growth and brand impact in Japan.
Caprice Australia, a group of companies partnered with ABG, will oversee the operational arm of the regional business. This partnership is separate from the partnership with Boardriders Japan. Caprice acquired the operational arm of the regional business after Liberated Brands declared bankruptcy and closed all its stores earlier this year.
Once Volcom and Spyder are integrated into the BRJ portfolio, they will refocus their design, performance, and experience strategies for both online and in-store retail. The brands are expected to be elevated through premium retail, digital engagement, and product assortments that reflect both their unique DNA and local market needs.
It is currently unclear who the president of BRJ in Japan is, as there is no publicly known individual named Sammy Yoo in this role. This might be due to a namesake confusion, a pseudonym, or information from a niche source not readily available.
About the Brands
- Volcom: One of the most renowned surf and skate sport brands, founded in the USA, was acquired by Kering (formerly PPR) in 2011 and sold to ABG in 2019.
- Spyder: A reputable American ski and sport apparel brand, currently also under the umbrella of ABG.
- BRJ: This name does not seem to be prominently represented in the international sports apparel industry. It might be a Japanese or Asian brand or a specific project (acronym possibly: "B__ R__ J__").
For detailed and reliable information, it is recommended to:
- Visit the official websites of Volcom, Spyder, and ABG.
- Direct press inquiries to the corporate communications of the mentioned brands.
- Consult Japanese economic and industry sources, as the project might be local or regional in nature.
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