Quiksilver Inc. changes its name in 2017 to replace it with Boardriders Inc. The company is nearly 50 years old (will be in 2019) and has experienced sustained growth for 42 years to reach nearly $2 billion and be the leader in sports boards goods. The last 5 years have been much more difficult in a market where competition is fierce, particularly on the main distribution channel (2/3 of the business) that is composed of wholesalers.
This case is interested in the distribution strategy of Boardriders / Quiksilver company - which concentrated (too much? Or too early?) in the qualitative segment of direct-to-consumer. This case also provides an opportunity to reflect on growth strategies in the fast growing sports goods market.