The United States faces a profound change in the retail world. A transformation that especially affects a generation that grew up tied to surfing and skateboarding. The brands that dressed millions of young people will no longer have their own stores in their country of origin.
There is no doubt that the news has come as a cold shower to lovers of urban and ocean culture. Quiksilver, Billabong, and Volcom have already closed all their physical stores in US territory. It is the end of an era for three of the world's most iconic brands.
124 stores close their doors in the United States
The operator of these three brands, Liberated Brands, has filed for bankruptcy protection under Chapter 11. The decision will lead to the closure of 124 stores in the United States. Among them, 35 are located in California, the heart of surfing culture.
The fall of these stores not only represents an economic blow. It also has a strong emotional impact on thousands of people. Especially for those who grew up with these brands as a symbol of identity.
Liberated Brands has not been able to withstand the pressure of a changing market. The company cites the main reasons as the increase in operating costs, inflation, and the rise of fast fashion. In 2024, it recorded losses of $12.5 million before taxes.
The difference with 2022 is significant, when it achieved profits of $2.3 million. Since then, the global economic situation and new consumption habits have completely changed the landscape. Not even the effort of its team has managed to save the store network.
During the pandemic, the company bet on expanding aggressively. It went from 67 to 140 stores in a short time, taking advantage of the demand boom. But the economic recovery was not the desired one, and the stores stopped being profitable.
A model that no longer fits the new times
Although they have already closed their stores in the United States, the brands will continue to be sold in the market. Authentic Brands Group, the parent company of Quiksilver, Billabong, and Volcom, has transferred their licenses to new operators. This will allow the products to remain available in online stores and retail partners.
In other countries like Europe, Australia, Japan, or Canada, the franchises continue to operate normally. Additionally, options are being explored to ensure their continuity in those markets. The identity of the brands will remain alive beyond the United States.
Liberated Brands also manages brands like Roxy and RVCA. From their headquarters in Costa Mesa, California, they acknowledge that the traditional model no longer fits. Fast fashion offers low prices and quick deliveries, which has transformed shopping habits.
The closure of the stores marks a turning point for Quiksilver, Billabong, and Volcom. But it doesn't mean their disappearance. On the contrary, these brands will seek to adapt and remain connected to the world of surfing, skateboarding, and snowboarding.
Everything points to the future of these brands lying in a digital strategy, as they all bet on e-commerce and new distribution channels. The challenge will be to maintain their essence, even without physical storefronts.