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Boardriders to lay off more than 600 by end of April

This round of cuts brings the total number of people affected to almost 700 since the company was acquired by Authentic Brands Group.

Boardriders to lay off more than 600 by end of April

Atmosphere during Quiksilver and Roxy – Crossing Party at Sunset Room in Malibu, CA, United States. J.Sciulli/WireImage for Evolutionary Media Group via Getty Images

Dive Brief:

  • Boardriders Wholesale LLC is laying off 614 people in California due to the “recent acquisition by Authentic Brands Group and resulting restructure,” according to state WARN data.
  • They layoffs began in January with the next round expected by April 26. Those affected include C-suite executives and other management positions.
  • This round of layoffs follows a similar move in September and October 2023, when 84 Boardriders employees were laid off as a result of Authentic Brands Group’s acquisition of the company.

Dive Insight:

Authentic acquired Boardriders in September 2023. The previous round of layoffs were also part of restructuring efforts, and employees affected also included C-suite executives. Boardriders cut 170 jobs in 2022 to reorganize ahead of the Authentic acquisition.

Because of the Authentic deal, “the Company is initiating necessary but difficult measures,” Jennifer Marques, chief human resources officer, wrote in Boardriders’ letter to the California Employment Development Department.

The latest cuts bring the total number of people laid off in California since the Authentic acquisition to 698.

An Authentic spokesperson didn’t immediately respond to Fashion Dive’s request for comment.

Boardriders includes Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua and Boardriders’ namesake brand. Since Authentic acquired the portfolio, it has inked several licensing deals for the brands, including with BBC International and Centric Brands.

Authentic, a company known to buy struggling businesses, owns a portfolio of more than 50 names in the lifestyle and entertainment space, including Eddie Bauer, Frye, Reebok and Nautica.