Volcom and Boardriders Reopen Flagship Stores in Hawaii With Focus on Surf Heritage

Volcom and Boardriders brands are making a significant return to Hawaii, announcing the reopening of two flagship retail locations on O’ahu. This move signifies a renewed commitment to the islands’ vibrant surf culture, a culture that has profoundly shaped the identities of both brands throughout their history. The strategic reopening includes a major U.S. flagship in Waikīkī and a key presence on the North Shore, solidifying the brands’ physical footprint in one of the world’s most iconic surfing destinations.

The Boardriders brand, under Authentic’s partnership with BR Japan, will reopen its U.S. flagship location in Waikīkī. Situated just steps from the historic Duke Kahanamoku statue, this more than 7,000-square-foot space is positioned as a key global retail destination. It will offer a curated assortment of Action and Outdoor brands from the portfolio, including Quiksilver, Billabong, Volcom, Roxy, and RVCA, catering to a diverse clientele of surfers, tourists, and locals alike.

“Our store sits right in front of the birthplace of surfing, the most important location in surfing history,” said Sammy Yoo, president of BR Japan. He emphasized the unique positioning of the new location, adding, “This is our flagship store, arguably the most important property in the surf industry, and we want it to feel truly original. The imagery we’re collecting, from Waikīkī’s early surf culture to iconic shots of our athletes, honors the past while inspiring the future.”

Simultaneously, Volcom will reestablish its presence on the North Shore with the reopening of its Haleiwa store. This location will operate through Authentic’s partnership with The Levy Group, which has teamed up with longtime Hawaii retailer Cycle City. The return to Haleiwa is particularly meaningful given the brand's deep roots in the North Shore surf community.

Louis Levy, president of The Levy Group, highlighted the importance of this milestone, stating, “Reestablishing Volcom’s presence in Haleiwa is an important milestone for us. Hawaii has always been central to the brand’s story, and we’re committed to building stores with a partner that reflects the energy, creativity, and authenticity that define Volcom.” Levy also pointed out the store's proximity to the "iconic Volcom houses at Pipeline,” reinforcing that re-opening this location is "another step in supporting Volcom athletes, consumers, and the community on O’ahu’s North Shore.”

The reopenings are part of Authentic’s broader strategy following its acquisitions in the Action and Outdoor Sports portfolio. Authentic acquired Boardriders from Oaktree Capital Management, L.P., in 2023, adding Quiksilver, Billabong, Roxy, DC Shoes, RVCA, Element, VonZipper, and Honolua to its portfolio. Authentic had previously acquired Volcom from luxury giant Kering in 2019. Since these acquisitions, Authentic has focused on expanding the portfolio through strategic partnerships that honor the heritage and identity of each label.

The Hawaii openings follow a period of significant retail expansion for the brands. This includes the recent launch of 15 new stores across Western Europe and more than 20 new retail locations opened globally with various partners to date. The re-emergence in Hawaii underscores the continued growth and strategic focus on key markets for these iconic action sports brands.