Authentic Brands Group (Authentic) has announced a new long-term licensing agreement with BR South Pacific (BRSP) to manage its action and outdoor sports brands across Australia, New Zealand, and the South Pacific.
In a statement released Wednesday, Authentic confirmed the deal would safeguard over 200 branded retail outlets, as well as wholesale and e-commerce operations. The partnership is expected to secure retail continuity, support local employment, and maintain community access to leading lifestyle brands including Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Spyder, and Volcom.
The move follows BRSP’s acquisition of an affiliate of Liberated Brands—Authentic’s former licensee in the region—which now forms part of Caprice Australia. BRSP will operate as a newly established division under the Caprice umbrella.
“We’ve worked closely with Caprice Australia to put the right partnership in place,” said David Brooks, EVP of Action and Outdoor Sports at Authentic. “Their understanding of the market, combined with the experience of the existing management team, puts us in a strong position to grow these brands. Quiksilver and Billabong were born in Australia, and this region remains central to their identity. BRSP is the right team to help carry that legacy forward.”
Wesley Chu, President of Asia Pacific at Authentic, added, “This partnership marks the beginning of an exciting new chapter for our brands in the region. Caprice joins Authentic’s global network as a pinnacle partner, bringing exceptional leadership in sourcing, brand management, and market execution. With Authentic’s expertise in brand-building and BRSP’s deep local insight, we are confident that this partnership will strengthen the brands’ presence and deliver enhanced consumer experiences across Australia, New Zealand, and the South Pacific region.”
BRSP will focus on transforming the brands into comprehensive lifestyle experiences, with a renewed emphasis on sustainability and authenticity. Plans include revamping product lines and expanding into untapped markets.
Paul Cannon, CEO of BRSP, said, “We are thrilled to announce the acquisition of these world-renowned brand operations and the licensing partnership with Authentic. With a shared vision of enhancing the experience for consumers, both online and in-store, we look forward to introducing seamless shopping experiences, curated collections, and unique activations that resonate with a dedicated and growing audience.”
Cannon further emphasised the significance of the transition, stating, “We are incredibly proud to bring these businesses back to an Australian-owned brand operator. We are looking forward to working with the talented Australian teams that will continue to operate the business moving forward. These brands have a profound impact on shaping surf culture worldwide, and we are committed to honouring that legacy whilst evolving to inspire and connect with the next generation.”
Earlier this week, Authentic also announced an extension of its licensing deal with Revlon for the Juicy Couture fragrance line.
