Quiksilver Inc. in Huntington Beach changed its corporate name to Boardriders Inc. today.
The move comes about a year after the action sports apparel manufacturer and retailer emerged from bankruptcy under the ownership of Los Angeles-based private equity firm Oaktree Capital Management LP.
The company’s three main brands—Quiksilver, ROXY and DC Shoes—will retain their names.
“Our teams around the world have been building our resurgence brick-by-brick,” Chief Executive Pierre Agnes said in a statement. “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 boardriding culture that those brands support.”
The new corporate name comes from Quiksilver’s affiliate, Boardriders SA in Luxembourg.
The retailer also plans to open the first Boardriders store in Malibu this fall and announced a partnership with Paris-based AccorHotels Group, which will “integrate the Quiksilver and ROXY brands into its new Jo & Joe hospitality concept.”