On June 3, Authentic Brands Group, a global brand development and licensing company, announced the expansion of its strategic partnership with Boardriders Japan (BRJ). With the addition of Volcom and Spyder to BRJ’s portfolio, the company’s presence in the Japanese market will see significant growth.
Boardriders Japan already manages the Japanese operations of several iconic brands, including Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, and VonZipper. With the inclusion of Volcom and Spyder, BRJ will now oversee the retail, wholesale, and e-commerce operations for a total of eight brands across Japan.
A Partnership That Resonates with Japanese Culture
David Brooks, Executive Vice President of Action and Outdoor Sports at Authentic, commented, “BRJ has consistently demonstrated strong operational capabilities, from dynamic retail execution to design-driven product development. We are confident this expansion will deliver meaningful growth and brand impact across Japan.”
Sammy Yoo, President of Boardriders Japan, added, “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.”
Wesley Chu, President of Asia Pacific at Authentic, 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 opportunity to scale brand influence through community, creativity, and differentiated retail experiences.”
This announcement also marks the culmination of Authentic’s regional operator strategy, which focuses on leveraging local expertise to adapt global brands to regional cultures and demand—ensuring sustainable long-term growth.
Moving forward, Volcom and Spyder will be fully integrated into BRJ’s operations, with new initiatives planned across both online and offline channels. In addition to innovative design and high performance, the brands will benefit from localized strategies and curated content tailored to the Japanese market.
As action sports and outdoor apparel continue to gain traction as lifestyle categories, Japan is poised to become an increasingly important arena for brand renewal and audience expansion.
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