Authentic Selects BRJ Group to Run Boardriders in Japan and Taiwan

By Allison Watkinson
TLL Reporter
Authentic Brands Group has entered a new agreement with BRJ Group to run its Boardriders business operations in Japan and Taiwan.
Boardriders encompasses a portfolio of high-profile sports lifestyle brands including Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element and Von Zipper.
Authentic officially acquired the Boardriders business and brand portfolio on Sept. 1, 2023.
BRJ Group is a sports lifestyle company that offers a wide range of services for the development and distribution of products in categories such as surfing, skateboarding, snowboarding, action sports and more.
BRJ Group was created by SMBC Capital Partners and the existing management team of Boardriders’ Japan and Taiwan to license, import, develop, manufacture and distribute the portfolio of brands under license from Authentic.
Under the terms of the new licensing agreement, the team will assume the roles of developing, manufacturing and distributing the full portfolio of Boardriders brands within their respective territories.
“This partnership with BRJ represents a strategic move for Authentic to strengthen our foothold in these important regions,” said Authentic EVP, David Brooks. “BRJ’s deep understanding of the local Japanese and Taiwanese cultures, coupled with the management team’s proven track record in brand development and distribution for these iconic brands, aligns seamlessly with our expansion strategy.”
This partnership is intended to support Authentic’s global brand expansion initiatives throughout the Asia Pacific region.
The Boardriders’ Japan and Taiwan management team will continue to be led by its existing North Asia Pacific president, Sammy Yoo.
“We are thrilled to continue shaping the future of these iconic brands across Japan and Taiwan under BRJ,” said Yoo. “Our team is dedicated to maintaining the essence of each brand while strategically growing their presence in these dynamic markets. Together with Authentic Brands Group, we look forward to creating memorable experiences for our customers.”
Authentic is a global brand development, marketing and licensing company that currently owns the rights to more than fifty lifestyle, entertainment and media brands.
Authentic supports its brand portfolio through the company’s extensive network of licensing, manufacturing, distribution and retail partners to build value in the global market.
BRJ Group operates through the support of its majority investor SMBC Capital Partners.
SMB Capital Partners is a wholly-owned private equity firm of the Sumitomo Mitsui Banking Corporation.
BRJ Group is committed to supporting the strategic expansion of the brands included in the Boardriders portfolio while also maintaining the distinct design aesthetics of the Billabong, Roxy, Quiksilver, DC Shoe, RVCA, Element and Von Zipper sports lifestyle brands.