If you’ve walked past a mall recently and saw "Store Closing" signs plastered across a Quiksilver or Billabong storefront, you probably felt that weird sting of nostalgia. It’s a bummer. For anyone who grew up in the 90s or early 2000s, that mountain-and-wave logo wasn't just a tag on a shirt; it was basically a personality trait.
So, is Quiksilver going out of business?
The short answer is: No, the brand isn't dead. But the way you buy it—and the people running the show behind the scenes—just underwent a massive, messy earthquake.
The 2025 Bankruptcy and What It Actually Means
Here is the deal. In February 2025, a company called Liberated Brands filed for Chapter 11 bankruptcy. This sent shockwaves through the surf industry because Liberated was the "boots on the ground" operator for Quiksilver, Billabong, and Volcom in the United States.
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They didn't just file for a restructuring; they basically pulled the plug on their entire U.S. retail footprint.
We are talking about roughly 124 brick-and-mortar stores across the country. Gone. Shuttered. Liquidated. If your local shop was one of these corporate-owned locations, it’s likely a spirit Halloween or a vacant lot by now. This massive retreat led to the layoff of nearly 1,400 employees and a whole lot of confusion for shoppers who thought the brand itself was belly-up.
Honestly, it’s easy to see why people are confused. Headlines like "Iconic Surf Brands Wiped Out" didn't exactly help. But there's a huge distinction between a brand dying and a retail operator failing.
Who Actually Owns Quiksilver Now?
To understand why Quiksilver is still alive, you have to look at Authentic Brands Group (ABG). They are the giants of the licensing world. They bought Boardriders Inc. (the former parent of Quiksilver, Roxy, and Billabong) back in late 2023 for a cool $1.25 billion.
ABG doesn't really "make" clothes in the traditional sense. They own the names. They own the logos. They own the "vibe."
They then lease those names out to other companies—licensees—to actually design, manufacture, and sell the stuff. Liberated Brands was one of those partners. When Liberated hit a wall due to high interest rates, supply chain nightmares, and the relentless pressure of "fast fashion" giants like Shein, they couldn't make it work anymore.
Why the Physical Stores Vanished
It’s a classic retail tragedy. During the pandemic, everyone wanted to be outside. Surfing exploded. Skating exploded. Liberated Brands leaned into that, doubling their store count from about 67 to over 140 in just a couple of years.
Then the world reopened.
Inflation hit. Suddenly, spending $65 on a pair of boardshorts felt a lot harder to justify when you could find something "sorta" similar on Amazon for twenty bucks. CEO Todd Hymel noted in court filings that the rise of low-quality, ultra-cheap fast fashion basically ate their lunch.
The U.S. store fleet became what Authentic’s executive David Brooks called "overinflated." Many of these shops were in expensive malls with declining foot traffic. By early 2025, the weight of those leases was just too much to carry.
The Hawaii Exception
Interestingly, it wasn't a total wipeout. While the mainland saw a mass exodus, the status of nine locations in Hawaii—the literal heart of surf culture—stayed in negotiations for much longer. It’s hard to imagine the North Shore without Quiksilver, and the bankruptcy process tried to account for those "high-value" heritage spots.
Where Can You Still Buy Quiksilver?
Just because the "Quiksilver" sign is gone from your local mall doesn't mean the clothes are gone. Authentic Brands Group is a master at pivot moves. They’ve already shifted the licenses to new partners like O5 Apparel and The Levy Group.
You'll still find the gear in a few specific places:
- Big Box Retailers: Places like Dick’s Sporting Goods and even Kohl’s have become the new frontline for these heritage surf brands.
- Independent Surf Shops: This is the silver lining. Mom-and-pop surf shops that weren't part of the corporate Liberated Brands umbrella are still thriving. They buy wholesale and sell to local communities.
- The Digital Pivot: Like everything else in 2026, the brand is moving heavily toward e-commerce. You can buy directly from their site or through major online marketplaces.
The "Soul" Problem: A Brand in Transition
There is a valid concern among core surfers that the brand is losing its "core" status. When a private equity-backed giant like ABG takes over, the goal is volume.
In the 80s and 90s, Quiksilver was the pinnacle of performance. Now, you’re just as likely to see the logo in a department store next to a rack of discount khakis. For some, that’s the end of the era. For others, it’s just the natural evolution of a brand that grew too big to stay "local."
The company is betting that the brand's heritage—the decades of sponsoring guys like Kelly Slater and throwing the Big Wave Invitational—is strong enough to survive being sold in a more "mainstream" way.
Moving Forward: What to Watch For
If you're a fan of the brand, don't panic. You'll still be able to get your favorite Highline boardshorts or a standard logo tee. But the experience of walking into a dedicated Quiksilver "concept store" is mostly a thing of the past in the U.S.
Next Steps for the Savvy Shopper:
- Check the Tags: If you’re a stickler for quality, keep an eye on the materials. As licenses shift to new manufacturers, the "fit and feel" can sometimes change.
- Support Local: If you want to keep the "surf" in surf culture, buy your Quiksilver gear from independent local shops rather than massive online aggregators.
- Watch the Sales: Since the 2025 liquidation is mostly wrapped up, the "60% off everything" frenzy is over, but the new licensing model often means more frequent seasonal rotations at department stores.
The brand isn't going anywhere; it's just moving house. The mountain and the wave are still there—they're just being shipped from a different warehouse.