Authentic Brands Group (Authentic) is deepening its ties with Boardriders Japan (BRJ), announcing an expansion that adds Volcom and Spyder to BRJ’s already substantial portfolio. This move consolidates BRJ’s position as a key regional partner,overseeing a total of eight influential action and outdoor sports brands in Japan.

Previously, BRJ managed the regional business for Quiksilver, billabong, Roxy, RVCA, DC Shoes, Element, and VonZipper. the inclusion of Volcom and Spyder signifies Authentic’s confidence in BRJ’s operational capabilities and market expertise.

Strategic Expansion: A Win-Win for Authentic and BRJ

The expanded partnership means BRJ will now handle all retail, wholesale, and e-commerce operations for the eight brands across Japan. This strategic alignment aims to deliver premium consumer experiences and drive sustained growth for Authentic’s portfolio in a crucial market.

David Brooks, executive vice president of action and outdoor sports, lifestyle at Authentic, emphasized BRJ’s proven track record: BRJ has consistently demonstrated strong operational capabilities, from dynamic retail execution to design-driven product development. He added, We are confident this expansion will deliver meaningful growth and brand impact across Japan.

Leadership and Vision: Sammy Yoo at the Helm

Under the leadership of Sammy Yoo, president of BRJ, the company has built a strong reputation for delivering curated consumer experiences and maintaining deep cultural relevance. Yoo expressed enthusiasm for the new venture:

We are honored to take on this next chapter with Volcom and Spyder.These brands resonate strongly with Japanese consumers, and we look forward to elevating their presence through premium retail, digital engagement, and compelling product assortments that reflect both their unique DNA and local market needs.
Sammy Yoo, President of BRJ

Authentic’s Strategy: Regional Expertise for Global Growth

This partnership represents the final phase of Authentic’s strategy to transition brand operations to regional partners with deep market expertise and a shared commitment to long-term growth. BRJ’s understanding of Japan’s lifestyle and outdoor landscape makes them an ideal partner to guide these brands into their next phase of expansion.

Wesley Chu, president of Asia Pacific at Authentic, highlighted the importance of the Japanese market: Japan is a cornerstone market for authentic’s portfolio of iconic brands. He further stated,This expansion is not only a testament to BRJ’s outstanding execution,but also a reflection of our long-term commitment to deepening consumer connections in Asia. With Volcom and Spyder, we see tremendous prospect to scale brand influence through community, creativity, and differentiated retail experiences.

Looking Ahead: Enhanced Consumer Experiences

As Volcom and Spyder are integrated into the BRJ portfolio, consumers can anticipate a renewed emphasis on design innovation, performance, and elevated experiences, both online and in physical stores. This includes a focus on creating compelling product assortments that cater to local market needs while staying true to each brand’s unique identity.