Billabong

Billabong is a well-established surf and lifestyle apparel brand that has its roots on the Gold Coast of Queensland, Australia. Founded in 1973 by Gordon and Rena Merchant, the brand initially gained recognition for its durable, triple-stitched boardshorts designed for local surfers. This commitment to quality quickly propelled Billabong into the spotlight, allowing it to expand its reach beyond Australia by the 1980s. The brand's involvement in surf contests further fueled its international growth, leading to a diverse product line that now includes wetsuits, swimwear, casual clothing, and accessories.

Today, Billabong operates as part of Boardriders, Inc., a parent company that also owns other notable action sports brands like Quiksilver and Roxy. Since being acquired by Boardriders in 2018, Billabong has been actively expanding its global retail presence. As of November 2025, the brand boasts 110 branded retail locations worldwide, supported by a robust wholesale and e-commerce network that spans over 100 countries.

In recent years, Billabong has focused on enhancing its retail footprint by opening flagship stores in key surf and tourist markets, as well as expanding its outlet presence. The brand targets high-traffic coastal cities and lifestyle centers, with recent store openings in Europe, North America, and the Asia-Pacific region. This strategic growth is bolstered by Boardriders' multi-brand strategy, which leverages synergies across its portfolio.

Billabong's headquarters remain in Australia, but strategic decisions are guided by Boardriders' offices in the United States and Europe. The brand's emphasis on surf, skate, and snow culture continues to resonate with consumers, thanks to collaborations, athlete sponsorships, and a strong digital presence. For commercial real estate professionals, Billabong's international credibility and adaptable store formats make it an attractive anchor or co-tenant in lifestyle centers, malls, and tourist destinations. Its ongoing expansion efforts underscore a commitment to both its core surf markets and broader lifestyle retail environments.