Billabong - Fashion Company Profile
Billabong is one of the founding brands of modern surf culture: started in 1973 on Australia's Gold Coast with boardshorts sewn for durability, it grew into a global boardsports group spanning surfwear, wetsuits, eyewear and hardgoods. After a difficult decade it was bought by rival Boardriders in 2018, and Boardriders itself was acquired by Authentic Brands Group in 2023, so Billabong is now run by licensed operating partners in each region.
Company Snapshot
- Status
- Operating as a licensed brand - owned by Authentic Brands Group since its 2023 acquisition of Boardriders; its United States operator Liberated Brands went bankrupt in 2025 and new operating partners were appointed
- Type
- Private - an Authentic Brands Group brand
- Headquarters
- Founded on the Gold Coast, Queensland, Australia
- Founded
- 1973, by Gordon and Rena Merchant
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Company Profile
The brand itself survived its operators' troubles - when the United States licensee failed in 2025, Authentic appointed replacement operators rather than closing the label. The brand portfolio Billabong assembled in its expansion years is listed in the profile section below.
Billabong was founded on Australia's Gold Coast in 1973 by surfer and surfboard shaper Gordon Merchant and his then partner, Rena. In the early days the two partners were designing boardshorts at home, cutting them out on the kitchen table and carting the finished product around to the local surf shops to sell. The business found immediate traction, with surfers drawn to the superior functionality of the Billabong boardshorts - far more durable courtesy of the unique triple-stitching technique developed by Gordon. The next step was to introduce the better local surfers to Billabong and incorporate them in the marketing of the brand; company-sponsored contests and special events would later follow.
Billabong History
The earlier record for this company - its history, past brand line-ups, figures and photographs from the periods described - is kept on a separate page for historical reference.
Billabong History & Historical Profile →Common Questions
Who founded Billabong, and when?
Surfer and surfboard shaper Gordon Merchant and his then partner Rena, on Australia's Gold Coast in 1973 - designing boardshorts at home and cutting them out on the kitchen table, in the historical record.
What made the early Billabong boardshorts stand out?
Superior functionality and durability, courtesy of the unique triple-stitching technique developed by Gordon Merchant; local surfers were then brought into the brand's marketing.
Which brands does historical descriptions list in the Billabong portfolio?
Billabong, RVCA, Element, Von Zipper, Honolua Surf Company, Kustom, Palmers Surf, Xcel, Sector 9 and Tigerlilly, across apparel, accessories, eyewear, wetsuits and hardgoods in the boardsports sector.
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