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Profile of Billabong International: A Leading Supplier of Surfwear
Textiles Intelligence, Nov 2006, Pages: 20
Billabong International is an Australia based company known for its surf apparel and accessories. It has grown phenomenally over the course of 33 years into a global business worth A$1bn (US$757mn) having made the most of the increase in popularity of surfing and other board sports. Its most popular products are board shorts worn by surfers. However, since its public listing in 2000 it has used the additional funding to acquire new brands and increase its visibility in the USA and in Europe. The company claims to have grown in to one of the world’s largest sports apparel businesses by developing products and marketing them to participants in other board sports such as skateboarding and snowboarding. Billabong has a strong brand with a “cool” image. It is considered to be one of the three leading names in the world of board sports Quicksilver and Rip Curl being its main rivals. Global expansion will provide opportunities for future growth. However, the company faces the challenge of remaining attractive to young consumers who tend to be fickle in their choice of clothes.
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