Swell surfboard move for Billabong
Australia-based surfwear retailer Billabong has acquired California-based boardsports website Swell.com. This represents the company’s first venture into online retail and is part of its plans to raise the profile of the brand in the US.
President of Billabong USA, Paul Naude, said: "We look forward to growing the Swell business and further developing it as a showcase online platform for the US boardsports industry. The internet plays a significant role in the recreational habits of the youth market so it is important for our group to ensure we provide them with a premium brand experience when shopping online."
Swell was founded in 1999 by financial services executives Jeffrey Berg and Nicholas Nathanson. It describes itself as a website "run by surfers, skateboarders and snowboarders for surfers, skateboarders and snowboarders".
