Germany embraces Billabong

Written on the 9 September 2009

BILLABONG will surf a wave of popularity for its surfing apparel in Germany, where it is expected that 25 per cent of all European sales will be generated in the next 12 months.

Despite performance deteriorating internationally in the wake of the downturn, it is Europe where the brand has barrelled over consumers.

A recent rapid appreciation in the Australian dollar exchange rate against the US dollar and Euro, had reduced its operating profit from an expected $163.1 million. But Europe remained a standout performer, with reported sales lifting 23.4 per cent to $388 million.

Sales in Australasia equated to $444.3 million – up 7.6 per cent.

While its chief market in the Americas was sucker punched by the credit crunch — leading to a 13 per cent decrease in NPAT profit of $152.8 million— Billabong is holding its own in a tough retail sphere.

Billabong International CEO Derek O’Neill, spent 10 years setting up the label in France and says that preparation is now reaping dividends.

“It’s been an absolute grind but ours (Billabong) will stack up against any other in these times,” says O’Neill.

“Given the lack of retailer confidence, the steep slowdown in consumer confidence spending in various global economies and the extreme volatility in exchange rates, the company has emerged in good shape.”

O’Neill says the brand’s universal appeal will help it to track steady growth over the next 12 months with NPPAT of five per cent forecast.

“We are a lifestyle brand and it doesn’t matter where you are in the world. As soon as summer hits in Germany, the people are out swimming and enjoying the outdoors. Now they are doing it while wearing the Billabong brand,” he says.


Latest News

NEW CLASS OF EDUCATION NURTURES ENTREPRENEURS OF TOMORROW

THE rise in youth unemployment has affirmed the importance of entrepreneurship education, and south-east Queenslan...

DUET GROUP SUBJECT OF $7.3 BILLION TAKEOVER OFFER

HONG Kong's Cheung Kong Infrastructure has launched a $7.3 billion cash bid for one of Australia's largest en...

G8 SHARES BUOYED BY FORECAST PROFIT RECOVERY

CHILDCARE centre operator G8 Education (ASX:GEM) has revealed it is on track to post a pre-tax profit of up to $16...

BELLAMY'S FINDS EXPORTING BABY FORMULA INTO CHINA IS NO CHILD'S PLAY

BELLAMY'S (ASX: BAL) shares have suffered a 40 per cent drop in value today after the company hit a regulatory...

Related News

JB HI-FI IS THE GOOD GUY IN $870 MILLION ACQUISITION

ELECTRONICS giant JB Hi-Fi has formally completed its $870 million acquisition of home appliance chain The Good Gu...

ACCC ACTS AGAINST MERITON'S RIGGED REVIEWS

MERITON Property Services is under fire from Australia's main consumer watchdog, after it allegedly engaged in mi...

ACCC FIRES WARNING SHOT TO IVF PROVIDERS

IVF clinics have been put on notice by consumer watchdog, the Australian Competition and Consumer Commission (ACCC...

BIG W CEO QUITS AFTER 11 MONTHS

SALLY MacDonald has resigned as chief executive of BIG W ending her tenure at the helm of the struggling discount ...

Contact us

Email News Update Sign Up Contact Details

Subscribe to our mailing list

* indicates required
Email Format

PO Box 2087
Brisbane QLD 4001

LoginTell a FriendSign Up to Newsletter