Costa Mesa-Based Action Sports Brand, Volcom Purchased by French Group for $607.5 Million

Categories: Wax On, Wax Off
volcom-copy.jpg
Sold for $607.5 million.
Richard Walcott and the folks at Volcom have good reason to pop a few bottles of the Champagne region's best bubbly. On Monday, the surf, snowboard and skateboard brand reported that it had been purchased by PPR, a French luxury and retail group. 

Now, the question is how the Stone fits among some of PPR's high-end, luxury labels, including Gucci, Yves Saint Laurent and Alexander McQueen? Well, Walcott has 607,500,000 million reasons (that would be the buying price) not to give a damn.

Volcom, which uses the slogan, "Youth Against Establishment"--jeunesse contre l'establishmentje (someone check our translation!)--was started in 1991 by Wolcott, and went public in June 2005, at $19 per share. PPR purchased the brand at the price of $24.50 a share.

In a prepared statement, Wolcott called the Paris-based PPR "a perfect partner" to advance the reputation and visibility of the counter-culture brand. The only other somewhat similar brand in the PPR portfolio is Puma.

Let the "Volcom is so not core!" chants begin. Somewhere, we imagine, a t-shirt is burning.

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14 comments
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Mike M
Mike M

Congratulations, you managed to misspell Richard Woolcott's name two different ways...

Bob Squalonero
Bob Squalonero

In French, the translation of Volcom's slogan would be "La jeunesse contre l'etablissement". In addition to having an apostrophe "l" in front of it, there's also an acute accent on the first "e" in the word "etablissement". Merci bien et a bientot.

Lola
Lola

"établissement" not "l'establishmentje"

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Asian Surfer
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I use to draw the the Volcom stone in all my textbook back in high school. i'm sad that they're departing their counter culture ways

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