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$1 bn
(US$757 mn)-having made the most of the increase in popularity of
surfing and other boardsports.
Its most popular products are boardshorts 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 into one of the world's largest
sports apparel businesses by developing products and marketing them
to participants in other boardsports 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 boardsports-
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. | 
