Volcom Management Launches Multi-National Operating Company in Partnership with Authentic Brands Group
New York – The management of Volcom, one of the most iconic brands in the skate, surf and snow markets, and Authentic Brands Group (ABG) have partnered to form Liberated Brands, a new operating company that has purchased the operating assets of Volcom from Kering S.A in a Paul Hastings-led transaction. In a related deal, ABG has purchased the intellectual property of Volcom from Kering, and will license it to the newly-formed Liberated Brands entity.
Volcom’s management team holds the majority stake in Liberated Brands, and will continue to oversee global operations, as well as manage product development, athlete marketing and the retail and wholesale businesses of nearly 100 global stores and distribution in 60 countries. ABG, which will license the Volcom IP to Liberated Brands, plans to leverage Volcom’s retail and wholesale network for the international expansion of complementary owned and licensed entertainment, footwear and lifestyle brands.
“Volcom is one of the world’s most sought-after lifestyle brands by board sports enthusiasts,” said Nick Woodhouse, President and CMO of ABG. “Liberated Brands’ operational expertise combined with ABG’s brand building know-how and a global network of best-in-class partners, make an unstoppable combination.”
Liberated Brands plans to build upon Volcom’s well-established men’s and board sports businesses and expand its women’s and kid’s categories in North America and internationally. The partnership is also set to launch key influencer partnerships and targeted digital marketing campaigns focused on engagement with Millennial and Gen Z audiences.
“ABG has built an impressive portfolio by being a powerhouse in brand development and marketing,” said Todd Hymel, CEO of Liberated Brands. “They share our vision and excitement for Volcom’s long-term growth and we are excited to be a part of this next chapter for the brand.”