For a lot of people, the surf brands lining the boardwalk like Billabong, Quiksilver, Volcom, and RVCA feel almost permanent. There are rumors swirling online though, especially after a bunch of surf shops closed down over the past year.
So here’s what’s actually happening, without the internet drama.
What’s Happening With the Big Surf Brands?
The short answer is no, the major surf brands themselves aren’t disappearing. Billabong, Quiksilver, Volcom, and RVCA are staying in business. You’ll still see their gear in surf shops, online, and at most big retailers.
But the company that ran their brick-and-mortar stores in the U.S. and Canada called Liberated Brands did go under. That’s where all these closures come in.
Why Did Liberated Brands File for Bankruptcy?
Liberated Brands used to hold the licenses to operate those surfing brands’ physical stores. That partnership actually started in 2019, with the company run by some ex-Volcom people who really understood surf retail.
A few things went sideways. At first, Liberated jumped in hard during the post-pandemic retail surge, opening stores fast. They grew from about 67 locations to almost 140 in just a few years.
Then, as things got tough rising inflation, higher rents, supply chain headaches, and changes in how people shopped sales didn’t keep up. On top of that, big retail landlords kept costs high. Mix in late payments owed to Authentic Brands Group (the owner of the surf brands), and it hit a breaking point.
Authentic Brands Group (or ABG for short) pulled the plug on Liberated’s store licenses right after Christmas in 2024. By February 3, 2025, Liberated had filed for Chapter 11 bankruptcy, which is the kind that allows companies to restructure operations and repay debts under court supervision but in this case, it was more about closing down.
How Many Stores Closed, and Who Was Affected?
It was a pretty big shutdown. All told, about 122 to 124 stores were shut across the U.S. and Canada practically all the branded surf shops managed by Liberated.
That meant tons of liquidation sales think racks of boardshorts, sandals, and logo tees marked down up to 60 percent. A lot of shoppers used that chance to pick up gear cheap, but for the employees, things ended suddenly.
Almost 1,400 jobs disappeared included not just retail staff but plenty of corporate positions. Some stores in Hawaii were in limbo for a while, since the local surf scene is such a huge part of those brands, but eventually, those shops were included in the wind-down, too.
Even after liquidating roughly $65 million in inventory, Liberated still couldn’t pay off all its secured debts, including a big chunk owed to JP Morgan. That left some creditors like JobsRUs.com and Sierra Brown still fighting it out in court as of late 2025, which shows just how messy things got behind the scenes.
Does This Mean Billabong and Quiksilver Are Going Away?
Not at all. If you’ve walked past those shuttered shops and worried you’d never see a Quiksilver hoodie again, don’t stress. The brands themselves are fine.
So, how does that work? Basically, Authentic Brands Group is a big company that owns the rights to those surf brands. While Liberated Brands was running the physical stores like in malls and outlets there were always other ways for the brands to reach customers.
When Liberated’s licenses got canceled, ABG quickly found new, bigger companies who wanted to license those brands for retail. These new licensees have solid financial backing, which lowers the chances of another messy collapse like this.
At the same time, wholesale business the stuff you see in department stores, sporting goods shops, outlets, and on big retail websites kept moving along smoothly. So yes, you can still buy new Billabong trunks or Volcom beanies, just not at those old mall locations owned by Liberated.
What About Shopping for These Brands Now?
You’ll absolutely notice fewer mall shops with just one brand’s logo across the windows. But Billabong, Quiksilver, Volcom, and RVCA didn’t vanish from shelves.
You’ll still find these brands at surf specialty shops, big box stores that carry beachwear, and online. They’re still in plenty of international shops, too.
Plus, the new licensees tapped by Authentic Brands Group are supposed to invest in growing their sales through more reliable channels. That means the brands themselves aren’t shrinking away they’re just no longer relying on Liberated’s brick-and-mortar model.
If Surf Brands Survived, Why All the Trouble?
Honestly, it’s part of a longer pattern for the surf industry. Specialty retail has always run lean. It’s different from giant chains. Sometimes, companies over-expand when times are good; then, when the market shifts, it hits hard.
Quiksilver already filed for Chapter 11 bankruptcy once in 2015, only to come back in 2016 after restructuring and joining Roxy and DC Shoes. Billabong went through its own rough patch in 2018 and was bought by Boardriders, which later became part of Authentic Brands Group for a cool $1.25 billion in 2023.
Liberated Brands stepped into this uncertain environment, trying to ride the wave of the post-COVID retail boom. But the real world hit: high costs, inflation, slowed-down consumer spending, and that relentless fast fashion competition that’s been pulling away younger shoppers with cheaper, trendier stuff.
The Bigger Picture: How Surf Retail Keeps Changing
This hiccup isn’t just about one company making risky moves. If you look at action sports retail over the last decade, you’ll see a string of store closures and reboots. The past decade has seen surf shops in malls closing, online sales climbing, and core surf shops having to specialize to survive.
Brands themselves are often strong because they can sell directly, tap online marketplaces, or use partnerships with major retailers. But running a chain of physical stores, with all that rent and payroll, is a much harder game.
It’s like when music stores started closing after online streaming took off the bands didn’t disappear, but the way you found and bought their stuff changed. The surf brands are still “playing shows,” just at different venues, so to speak.
What About Jobs and Community Impact?
The sudden job losses hit hard, especially for folks who spent years working in those local surf shops. Store managers and longtime employees were part of the community. Shoppers lost a familiar place to hang out, check out boards, or pick up last-minute rash guards before a trip.
Online shopping is faster, but it’s not the same as walking into a store in your flip-flops, chatting surf contests, and seeing what’s new that season. Some of that in-person vibe will fade, but local surf shops and specialty retailers are still out there sometimes thriving by focusing on core surfers, lessons, or custom products.
Could Other Brands Be At Risk?
Even with the big closures, there’s no sign that all surf retail is doomed. The main brands are shifting how they sell, not calling it quits.
Business-wise, Chapter 11 protection gives companies time to rethink their plans. For Liberated Brands, shutting down was the only realistic way out, but the surf brands themselves were insulated. The surf market as a whole is still strong, partly because beach culture stays popular, and people keep buying gear for travel and outdoor fun.
Authentic Brands Group has made it clear that they want these brands to keep growing. By working with new partners and giving up on the risky, old-school mall shop model, they’re betting on surf style sticking around for another generation.
What’s Next for Surf Brands and Shoppers?
Most evidence points to Billabong, Quiksilver, Volcom, and RVCA being here for the long run. They still design new products, collaborate with pro surfers, and show up in the places where people shop now.
Will you miss those brightly lit stores at your local outlet mall? Maybe. But you’ll still spot those iconic labels at your surf specialty store, online, or popping up in new places as their current distributors and retailers get creative.
For business owners and anyone curious about how these turnaround stories play out, there are some good guides and resources at Epic Business Tips that look at retail upsets like this.
Surfers are loyal, and the brands know it. While the storefronts you grew up with may be gone, the brands themselves remain, adjusting to how and where we all actually shop. That’s just how retail is now it changes fast, but the good stuff tends to stick around.
So to sum up: If you love these classic surf brands, don’t worry. They aren’t going away; they’re just riding a new kind of wave. If you want deals, keep an eye out they might show up in some unexpected places.
That’s the state of surf retail at the end of 2025: a little rough around the edges, but definitely not headed for a wipeout.
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