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  • Has the tide turned for Billabong?
  • Has the tide turned for Billabong?
    Billabong (2014) ©
CASE STUDY

Billabong: getting back on the surfboard

The surfers on Byron Bay used to dress head to toe in Billabong; those baggy board shorts and iconic backpacks were the epitome of cool. Since its glory days, the brand had fallen out of favour. But 2015 saw its first profit in years. What changed? And how can Billabong keep its head above water?