Retail & Distribution

Boardriders group relies on Cegid Retail to manage stores around the world

Boardriders is a leading international sportswear group that designs, manufactures and distributes clothes, footwear and accessories under various well-known surf brands, including Roxy and Quiksilver..With Cegid Retail, Boardriders has chosen an agile solution to support the group’s international growth.

Boardriders, a leading action sports and lifestyle surfing retailer

Boardriders apparel and footwear brands are aimed at a youthful audience keen on board-sports and a laid-back lifestyle. The acquisition of Billabong in 2018 allowed Boardriders Inc. to add various surfing brands into the mix, including Billabong, RVCA, Element, VonZipper and Xcel. The retailer now boasts a large portfolio of brands and today has:

  • 130 company-owned stores in Europe, around 50 franchise stores and 60 concessions.
  • 60/70 stores in the US
  • 200 stores in Australia

In these three parts of the world, the group is well positioned to continue growing in wholesale and e-commerce too, driven by popular demand in the outdoor clothing market.

“We were one of the first Cegid Retail customers back in the early 2000s. At the time, we needed to support our growing retail business and were looking for a solution to help us expand internationally. ”

Philippe Gaigé – IT Director at Boardriders in Europe.

Cegid Retail supports Boardriders’ international growth

After deploying Cegid Retail in Europe, the solution was then implemented in the United States, and later in Australia, as Boardriders wanted to standardise its store management systems globally.

Another important aspect for Boardriders was global compliance. The company knew that Cegid Retail solution would ensure compliance with local laws in various countries around the world where the group operates.

” We needed a solution capable of supporting us internationally and already adapted to the different laws and requirements in each country. And once we deployed Cegid Retail in the United States, we wanted to standardise all our POS systems.”

Philippe Gaigé – IT Director at Boardriders in Europe.

Managing multiple brands in real time using an agile solution

 Boardriders can now monitor stocks and sales across its network of stores and use Cegid Retail’s real-time data and store management tools to make more informed, rapid decisions. Cegid’s analytical and retail intelligence tools make it easier to identify which products or brands are selling well and how changes will affect sales performance.

Cegid Retail will help Boardriders improve the customer experience in stores – something that’s very important in surfing communities and underpinning many emerging trends in retail.

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