By  on August 24, 2010

SYDNEY — Billabong International Ltd. plans to inject cash into new acquisition Rvca and move the California-based skate and lifestyle brand from a licensee operation to direct sales in 2011.

Billabong, which reached a conditional agreement to buy Rvca on July 12, said it will make a “significant investment” in the brand to maximize its long-term potential. The company said there has been strong retail interest in Rvca, particularly in Europe, where it has a low profile. Rvca generates an estimated $50 million in annual revenues.

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