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The Brand Ledger

Billabong

Australian surf and boardshort brand.

Status: Avoid
Founded
1973
HQ
Australia
Manufacturing
Various
Ownership type
Brand licensing (ABG-style)
Parent
Authentic Brands Group (via Boardriders)
Acquired
2024

Ownership

ABG Boardriders acquisition 2024.

Why Avoid

ABG licensing model.

Sister brands under Authentic Brands Group (via Boardriders)

See all 6 sister brands

Read the full investigation

Investigation · April 17, 2026

Your Favorite Brands Got Worse On Purpose

Authentic Brands Group buys dead brands, strips the design and manufacturing, and licenses the name to anyone who'll pay. Brooks Brothers, Eddie Bauer, Forever 21, Sports Illustrated. Plus the ones still worth buying.

Read the full investigation