Billabong Apparel

Billabong is an iconic surf and lifestyle brand founded in 1973 by Gordon and Rena Merchant in Burleigh Heads, Queensland, Australia. Originally known for handmade boardshorts, it grew into a dominant global force in the action sports industry. Throughout the 1980s and 1990s, Billabong expanded its reach, becoming synonymous with surf culture worldwide.

In recent years, the brand has undergone significant changes in ownership. In 2018, Billabong was acquired by Boardriders, Inc. (formerly Quiksilver Inc.), bringing it under the same corporate umbrella as its long-time rival, Quiksilver. In September 2023, the New York-based brand management firm Authentic Brands Group (ABG) completed its acquisition of Boardriders, Inc., making ABG the ultimate owner of the brand.

Manufacturing of Billabong products occurs in multiple countries across Asia, Africa, and Europe, including China, Vietnam, Indonesia, India, and Morocco. Following ABG's acquisition, the business model has shifted toward a licensing structure, where local partners like Liberated Brands manage regional distribution and production while ABG retains ownership of the intellectual property.