Billabong
- Company typePrivate
- Founded1973
- HeadquartersIrvine, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
Billabong firmographics
Firmographics- Name
- Billabong
- Legal name
- Boardriders IP Holdings, LLC
- Website
- https://billabong.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Billabong industry classification
Industry- Product category
- Surf & Beach Lifestyle Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Swim & Surf Performance Wear (CRAAAEAG)
- akta.pro secondary industries
- Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI), Swimwear (Children) (CRAAAHAG)
Keywords
Where Billabong is headquartered
LocationHeadquarters
- HQ city
- Irvine
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Billabong business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: Billabong generates revenue through direct online sales via billabong.com, selling apparel, swimwear, boardshorts, wetsuits, and accessories to consumers directly.
- Licensing Royalties: Billabong licenses its brand to partners for product development and distribution in specific categories, earning royalties from eyewear, fragrances, and other extensions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Boardshorts and Swimwear |
| Unit Pricing | Pay-as-you-go | T-shirts and Tops |
| Unit Pricing | Pay-as-you-go | Dresses and Womenswear |
| Subscription | Monthly | Rewards Program |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Billabong product offering
Product offeringCore offering
Billabong is a global surf and beach lifestyle brand that designs, markets, and sells apparel, swimwear, and accessories targeted at surfers and coastal lifestyle consumers. The core product lines include men's and women's boardshorts, wetsuits, swimwear, casual clothing (T-shirts, dresses, sweatshirts), and accessories, sold primarily through the brand's own Shopify e-commerce platform and complemented by licensed product extensions in eyewear, fragrance, dog wear, and home goods.
Product overview
Billabong is a surf and beach lifestyle brand offering a comprehensive portfolio of apparel, swimwear, and accessories for men, women, and children. The core product lineup centers on boardshorts (available in Airlite, Pro, Lo Tide, and Layback styles across short, mid, and long lengths), wetsuits for surfing, and women's swimwear (bikinis, one-pieces, cover-ups). The clothing collections span T-shirts, tops, dresses, sweaters, pants, and seasonal layers across multiple branded sub-collections including Andy Irons, Adventure Division, Bad Dog, and Garage. Recent brand extensions include men's fragrance and personal care (via Broken Top Brands partnership), eyewear (via L'Amy America), dog wear (Japan-origin), and a dorm/home collection with Pottery Barn Teen. The brand operates a loyalty program (Billabong Crew) and sells primarily through its Shopify e-commerce platform.
Differentiator
Problem solved
Functional benefit
Brands
- Andy Irons Collection: A tribute collection honoring professional surfer Andy Irons
- Adventure Division
- Bad Dog
- Garage
- Billabong Crew
Products and services
- Billabong Boardshorts
Companies that use Billabong
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Billabong technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Billabong partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Broken Top BrandscoreBillabong partnered with Broken Top Brands to expand into men's fragrance and personal care market, launching a premium collection of body wash, sprays, and colognes. Products are developed and manufactured in-house by Broken Top Brands in the U.S., leveraging their vertically integrated production model to align with Billabong's coastal lifestyle brand identity.
- L'Amy AmericacoreBillabong partnered with L'Amy America to design, manufacture, and distribute eyewear products including optical frames, fashion sunglasses, snow goggles, and motorsport goggles in the U.S. and Canada markets. L'Amy America handles the full eyewear category for men, women, and kids, with the first Billabong eyewear collection expected to launch later in 2026.
- Williams-Sonoma/Pottery Barn TeenminorPottery Barn Teen, a portfolio brand of Williams-Sonoma, collaborated with Billabong to launch the Billabong for Pottery Barn Teen collection featuring coastal-inspired dorm and teen products. Collection includes bedding, backpacks, beach towels with UPF 50+ protection, storage items, and decorative accessories, with several pieces made from sustainably sourced materials. Available online and through Dorm Concierge with pickup at over 450 Williams-Sonoma retail locations.
- Williams-Sonoma Retail LocationsminorOver 450 Williams-Sonoma retail locations serve as pickup points for the Billabong for Pottery Barn Teen Dorm Concierge service, enabling customers to order online and collect in-store.
- Beaumanoir GroupcoreFrench retail group Beaumanoir acquired and stabilized Billabong (along with Quiksilver and Roxy) as part of rescuing distressed fashion retailers. Beaumanoir expanded the Billabong network from initial acquisition, stabilizing the brand alongside other revived fashion chains including Caroll, Jennyfer, Naf Naf, and Sarenza.
- SLTWTRminorSLTWTR, a Santa Barbara-based digital agency and Shopify Premier partner, migrated Billabong and affiliated surf brands (Quiksilver, Roxy, RVCA) from Salesforce Commerce Cloud to Shopify in a 12-week enterprise migration. The agency handled five brands across 12 stores with tens of thousands of product records, hundreds of thousands of customers, and millions of orders.
- Authentic Brands GroupcoreBillabong is owned by Authentic Brands Group, which acquired the Boardriders brands (including Billabong, Quiksilver, Roxy, RVCA, Von Zipper, Element, Volcom) and transitioned them to a licensing model in September 2023. Authentic Brands Group holds 55 licensing partners globally across all regions and categories.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Billabong competitors and assessment
Company assessmentDirect peers
- Volcom: Action sports brand under Authentic Brands Group offering boardshorts, swim, and surf-inspired apparel with overlapping customer base and direct e-commerce model comparable to Billabong.
- Rip Curl: Australian-founded surf brand offering competing boardshorts, wetsuits, and beachwear across global markets, with strong heritage in performance surf apparel directly comparable to Billabong.
- Roxy: Sister brand under Authentic Brands Group/Boardriders, focused on women's surf and beach lifestyle apparel and swimwear — directly competing with Billabong's women's swim and apparel business.
- O'Neill: Heritage California surf brand producing wetsuits, swimwear, and surf apparel with similar target demographics, product categories, and brand authenticity positioning to Billabong.
- RVCA: Sister brand under ABG/Boardriders, offering surf-adjacent casual apparel and sportswear targeting a similar lifestyle consumer base with overlapping distribution channels.
- Quiksilver: Sister brand under Authentic Brands Group/Boardriders portfolio, offering men's boardshorts, wetsuits, and surf apparel with overlapping target market and identical licensing-based go-to-market model.
Others
- Authentic Brands Group: Parent company and brand-licensing platform that controls Billabong's commercial model, comparator for understanding how the licensing-led portfolio strategy drives brand economics.
Broad incumbents
- Patagonia: Established outdoor apparel brand with adjacent surf and beach lifestyle product lines, stronger sustainability positioning, and broader category footprint than Billabong but overlapping surf consumer base.
- Speedo: Global swimwear brand with deep water sports credibility and broad product portfolio, competing with Billabong across swim, wetsuits, and surf apparel categories.
Emerging players
- Vuori: Fast-growing premium activewear and lifestyle brand capturing coastal lifestyle consumers with technical apparel, representing a newer competitive threat in the same surf-adjacent athleisure category as Billabong.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Billabong social profiles
Digital presenceBillabong financial estimates
Financial estimateRevenue estimate
Valuation estimate
Billabong leadership team
Management profileNumber of profiles
Billabong funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Billabong M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Billabong
What does Billabong do?
Billabong is a global surf and beach lifestyle brand that designs, markets, and sells apparel, swimwear, and accessories targeted at surfers and coastal lifestyle consumers. The core product lines include men's and women's boardshorts, wetsuits, swimwear, casual clothing (T-shirts, dresses, sweatshirts), and accessories, sold primarily through the brand's own Shopify e-commerce platform and complemented by licensed product extensions in eyewear, fragrance, dog wear, and home goods.
Is Billabong a public or private company?
Billabong is a private company. It is classified as corporate owned and is currently operating.
When was Billabong founded?
Billabong was founded in 1973. It employs 5,001 to 10,000 people.
Where is Billabong based?
Billabong is headquartered in Irvine, United States, in the North America region.
How does Billabong make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are licensing Royalties.
Who are Billabong's main competitors?
Direct peers on record are Volcom, Rip Curl, Roxy, O'Neill, RVCA and Quiksilver. Authentic Brands Group is listed as an others. Broad incumbents are Patagonia and Speedo. Vuori is listed as an emerging player.
Does Billabong have an API?
No public API is recorded for Billabong.
What industry is Billabong in?
Billabong's product category is Surf & Beach Lifestyle Apparel. Its primary akta.pro industry code is CRAAAEAG, Swim & Surf Performance Wear, with a secondary code of CRAMAIAJ, Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes). Its NAICS code is 458110 and its SIC code is 5600.