Quiksilver Turns to Growth With Boardriders Name Change, Hospitality Expansion

WHAT’S IN A NAME: Quiksilver Inc. wants to turn the page on a rocky chapter for the business and thinks a corporate name change might help. The company said Wednesday it’s changing its corporate name from Quiksilver Inc. to Boardriders Inc. and will continue to operate its brand portfolio consisting of the Quiksilver, Roxy and DC Shoes lines. The name change also came with news the company would open its first Boardriders store in the Americas region in the fall to be located in Malibu, Calif., on Pacific Coast Highway. Progress on the turnaround appears to have also given the company confidence to look at new revenue streams and expand beyond the apparel and retail business. The company’s Quiksilver and Roxy labels inked a deal to lend their brands to Accor Hotels Jo and Joe concept, which launched last year as a Millennial-minded, affordable hospitality brand. The hotel business isn’t a surprising move for the company. In 2013, the group opened Quiksilver Holiday Rental Apartments in Byron Bay and had been rumored at one time to be involved in a project near its Huntington Beach headquarters. “The renaming of our company signifies the beginning of a new day at Boardriders,” said Pierre Agnes, chief executive

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD http://ift.tt/2lZiAaB
via IFTTT