Billabong, a cornerstone of the Authentic Brands Group (ABG) portfolio and newly managed by licensee O5 Apparel, remains a dominant force in the action sports and coastal lifestyle sectors. As a premier Anchor Tenant and specialty retailer, Billabong drives significant foot traffic to Malls, Lifestyle Centers, and coastal Street locations. Under the 2026 "Next Wave" strategy, the brand is re-establishing its physical footprint in the U.S., highlighted by the reopening of its Hawaiian flagship and the launch of multi-brand "Boardriders" hubs. Billabong’s real estate model emphasizes high-visibility locations that serve as community hubs for surf, skate, and snow enthusiasts, targeting a youthful, active demographic. Following its transition to O5 Apparel, the brand is prioritizing National Expansion through core specialty surf shops and premium standalone flagships that integrate technical innovation with heritage storytelling. For landlords and developers, Billabong offers a globally recognized brand identity and a resilient, multi-generational consumer base, serving as a vital cultural anchor for modern, experiential retail ecosystems.