Following a purchase by Authentic Brand Group, 84 positions throughout Boardriders have been eliminated, mostly from Huntington Beach and Costa Mesa offices. Eighty-four positions were eliminated at Boardriders Wholesale LLC Inc.- the umbrella company that owned Quiksilver, Billabong, Roxy, RVCA and a handful of other action-sports brands. The layoffs follow theThe layoffs, which started in September and will continue through October, are happening in the Huntington Beach and Costa Mesa offices.
Vipe Desai, executive director of the Surf Industry Members Association, said the long transition of the sale left a sense of uncertainty within the company for the past year. “I don’t think they care who owns what,” Desai said. “It’s only the people who follow it or want to talk negatively about what is happening because something they love is being disrupted.”’Its products — once sold exclusively at core surf shops — now are popping up at discount retailers, ranging from tweezers, face care and pool toys. A Hurley-branded sweater collection was recently spotted at Costco selling for $14.99.
in the 70s from the brand’s Australia founder Alan Green, building up the brand from a Newport Beach bedroom, selling boardshorts to surf shops out of McKnight’s VW bus.He bought the licensing rights and built into a $100 million business, and 16 years later in 1999 created his own brand, Hurley, which was later sold to Nike and in 2019 sold to Bluestar Alliance.