Volcom: Former executives take over European distributor Liberated Brands Europe

The downfall of Liberated Brands in the United States sent shockwaves through the action sports industry. The company, which oversaw select product categories for several brands under the Boardriders umbrella—and more prominently managed the Volcom brand on behalf of Authentic Brands Group (ABG)—had its licensing agreements revoked and filed for bankruptcy in February. While ABG was expected to appoint a new partner to manage Volcom in the U.S., the brand’s European operations were left in limbo.

On April 30, a new chapter began for Volcom’s European business. A continuity plan took shape with the acquisition of Liberated Brands Europe by OneTurn, a newly established company formed by current executives of the Anglet-based organization in southwestern France.

Among them are Joost Grootswagers, former managing director, and Antoine Lanusse, former chief operating officer. The existing team will continue to lead operations for Volcom, a lifestyle brand rooted in skateboard culture since 1991, as well as Spyder, the American performance label known for its ski, outdoor and water sports collections.

“This acquisition is the result of a concerted effort by the Liberated Brands Europe team to preserve and grow the business independently,” the management team said in a statement, without disclosing the deal’s financial terms. “More importantly, this transition guarantees full continuity: the operational structure remains unchanged. All employees, collaborators and partners will continue to play a central role in the journey ahead.”

Volcom SAS, the France-based entity, is a subsidiary of Liberated Brands Europe. According to the most recent filings, both entities reported profits in 2023. During that period, Volcom generated €56 million in revenue and employed around 160 people. 

The brand operates 18 standalone stores in Europe and reaches consumers through several hundred retail partners. The newly formed company aims to maintain seamless business continuity with these partners and customers. However, it has yet to disclose plans for Captain Fin, a surf accessories brand, and Electric, a ski goggle and eyewear label—both previously distributed by Liberated Brands Europe.