Who Owns Billabong?

Billabong was founded in 1973 by Gordon and Rena Merchant on Australia's Gold Coast. The couple started by making boardshorts in their garage, designing them specifically for the local surfing community. The name Billabong comes from the Aboriginal Australian word meaning "creek water" or "waterhole," reflecting the brand's connection to Australian surf culture. This humble beginning demonstrated the Merchants' exceptional ability to identify a market need within their local surfing community while creating products that would eventually define Australian surf culture and gain international recognition.

Throughout the 1970s and 1980s, Billabong grew from a local surf brand to an international surf lifestyle company. The brand expanded its product lines to include wetsuits, surfboards, and comprehensive apparel collections for men, women, and children. Billabong became deeply embedded in Australian surf culture and gained recognition globally. This period of growth demonstrated Billabong's ability to leverage its authentic surf heritage while expanding into broader lifestyle categories that could appeal to a global audience interested in beach culture and action sports.

In the 1990s and 2000s, Billabong expanded internationally, establishing operations in North America, Europe, and Asia. The company acquired complementary brands including Element (2001) and Von Zipper (2004), becoming a major player in the global action sports market. Billabong sponsored professional surfers and major surfing events, strengthening its connection to surf culture. This strategic expansion demonstrated Billabong's ability to build a global brand while maintaining its authentic connection to surf culture through strategic sponsorships and acquisitions that complemented its core brand identity.

However, financial challenges, increased competition, and changing retail landscapes led to Billabong facing significant financial difficulties in the 2010s. The company went through multiple ownership changes and restructuring efforts before being acquired as part of Boardriders, which was subsequently purchased by Authentic Brands Group in 2023. These challenges demonstrated the difficulties faced by authentic surf brands in adapting to changing retail environments and increased competition from both established fashion brands and newer surf companies, while highlighting the enduring value of Billabong's brand heritage and cultural significance.