Volcom will continue operating its seven Canadian stores despite former U.S. operator, Liberated Brands, filing for Chapter 11 bankruptcy. While all Volcom stores in the United States are set to close, the Canadian locations will remain open and unaffected by the restructuring other than the end of a loyalty program.
Authentic Brands Group (Authentic) has shifted the licence of Volcom, along with RVCA and Billabong, which were previously operated by Liberated Brands. In the U.S. market, new partners will continue to distribute these brands through wholesale channels.
The seven Volcom stores to stay open in Canada are all located in Alberta, Saskatchewan and British Columbia, with specific locations including:
- Edmonton: West Edmonton Mall, Kingsway Mall
- Calgary: CF Chinook Centre, CF Market Mall
- Fort McMurray: Peter Pond Mall
- Kelowna: Orchard Park Mall
- Saskatoon: Midtown Plaza
These stores operate under VLCM Fasions Inc, a separate company from Liberated Brands, which allows them to continue business as usual.
While the Canadian stores will continue operations, there will be a change to the Volcom Stone Rewards Loyalty Program. According to a notice on Volcom’s Canadian website, the loyalty program will no longer be redeemable for reward coupons after February 16, 2025. Existing reward coupons must be used by this date, after which the program will be discontinued due to changes in the operator of Volcom.ca.
U.S. Store Closures and the Impact of Liberated Brands’ Bankruptcy
Liberated Brands’ Chapter 11 bankruptcy filing has led to the closure of more than 120 retail stores across North America and the layoff of approximately 1,400 employees. The restructuring will see the company winding down its North American retail operations and selling off its international business units.
The closures affect major retail banners including Volcom, Billabong, and Quiksilver in the United States. However, in Canada, Billabong and Quiksilver will continue to be available through existing wholesale distribution, as well as a Billabong store operated by VLCM Fashions Inc. in Whistler, BC. The distribution for these brands will now be managed by other licensee groups such as The Levy Group and O5 Group which recently acquired them.
David Brooks, Executive Vice President, Action and Outdoor Sports, Lifestyle at Authentic, said, “Our industry is more competitive than ever, and throughout this process, we’ve remained focused on the wellbeing of our partners, providing support to our licensee, Liberated Brands as they evaluate their opportunity to reorganize their business and regain profitability.”
Brooks went on to say, “At Authentic, our primary responsibility is to our beloved brands and to their loyal fans and customers. On the rare occasion that a partner is not able to fulfill its commitments, Authentic will transition the license. This approach is a proven strategy where we consistently see them thrive. To that end, we’ve been working closely with Liberated Brands to thoughtfully transition key licenses to trusted operators within our network.”
“Liberated’s U.S. store fleet was overinflated, burdened with outdated and underperforming locations. As a result, physical U.S. based stores will likely be rationalized, allowing the brands to create more value and strengthen their presence across specialty retailers, department stores, and e-commerce—ensuring a more agile and resilient future.”
Interview with Alex Payne, President of VLCM Fashions Inc.
To clarify the situation for Canadian consumers, Alex Payne, President of VLCM Fashions Inc., confirmed in an interview that Volcom stores in Canada remain unaffected by the bankruptcy of Liberated Brands. VLCM Fashions Inc., which operates the seven Volcom stores in Canada as well as a Billabong store in Whistler, is a separate entity and not tied to the restructuring process in the United States.
“The news has incorrectly reported the effect of the bankruptcy,” Payne stated. “Their stores in the United States had ownership of the product, and they’ve now moved to other licensees, but the brand remains strong.”
Payne said there are no plans for more Volcom or Billabong stores in Canada at this time. That is mainly due to the economy and recent tariff threats from the US government.
