Quiksilver changes name after exiting bankruptcy
10/03/2017
The Quiksilver brand will continue, alongside the company’s Roxy and DC Shoes brands.
The company filed for bankruptcy protection in the US in September 2016 following several difficult years. It emerged from bankruptcy in February 2017 and began a programme to turnaround the business. It has since right-sized its cost structure, streamlined distribution and reduced excess inventory.
“The renaming of our company signifies the beginning of a new day. Our teams around the world have been building our resurgence brick-by-brick. Their passion and tireless execution has allowed us to complete the restructuring phase of our turnaround and to begin shifting our focus to growth,” said Pierre Agnes, CEO of Boardriders. “As we pivot to growth, we think it is important to recognize the importance of all three of our iconic brands, and the passion of the board-riding culture that those brands support.”
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