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Specialty retailer in name change, new store banner and hospitality deal


There’s a lot going on at the company formerly known as Quiksilver.

In a new phase of its turnaround, the company has changed its name to Boardriders, a name designed to reflect the company’s portfolio of action sports brands — Quiksilver, ROXY, and DC Shoes — which are unified by the boardriding culture and heritage.

In addition to the name change, the company will open its first Boardriders store in the Americas region in fall 2017, in Malibu, California. It also has signed a deal for Quiksilver and Roxy to integrate their brands into Accor Hotels’ new millennial-targeted Jo and Joe hospitality concept.

“The renaming of our company signifies the beginning of a new day at Boardriders,” said Pierre Agnes, CEO, Boardriders.

“Our teams around the world have been building our resurgence brick-by-brick. Their passion and tireless execution, along with the loyalty of our customers, suppliers, and partners, has allowed us to complete the restructuring phase of our turnaround and to begin shifting our focus to growth.”

In February 2016, the company’s U.S. entity emerged from Chapter 11 reorganization under the ownership of Oaktree Capital Management. It launched an aggressive turnaround program that included right-sizing its cost structure, re-engineering its entire global development engine, streamlining distribution, and reducing excess inventory along with other moves.

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