In the world of action sports and fashion, Volcom has always been a brand that resonates with youth culture, surfers, skateboarders, and snowboarders alike. But recently, rumors about the brand’s potential closure have been circulating, leaving many wondering: Is Volcom really going out of business?

Volcom has been an iconic presence in the lifestyle and sports industry for over three decades, offering everything from high-performance gear to trendy casual wear. However, recent developments have raised concerns about the brand’s future, especially regarding its U.S. retail locations. So, is Volcom closing its doors, or is there more to this story than meets the eye? Let’s dive into the details and explore what’s really happening with this beloved brand.

Volcom Overview: A Legacy in Action Sports

Founded in 1991 by three surfers — Richard Woolcott, Tucker Hall, and Thomas Cole — Volcom quickly became a symbol of freedom and rebellion in the action sports world. The brand’s roots lie in the intersection of surf, skate, and snowboarding cultures, blending performance-driven gear with creative and bold fashion. Over the years, Volcom built a global following, sponsoring top athletes in these extreme sports and becoming a go-to brand for enthusiasts seeking style and performance.

In 2011, Volcom was acquired by the French multinational corporation Kering, a luxury group known for its ownership of other high-end fashion brands like Gucci and Saint Laurent. This acquisition helped expand Volcom’s presence on a global scale, opening up new opportunities for growth and development. However, despite its success, the brand has faced numerous challenges in an increasingly competitive market.

Is Volcom Going Out of Business?

The rumors surrounding Volcom’s potential closure have been fueled by recent events, including significant changes in the company’s retail operations and financial struggles. In 2023, Volcom’s parent company, Kering, announced a series of strategic adjustments, which included the sale of Volcom to the private equity firm, Authentic Brands Group (ABG). While the sale itself didn’t signify the end of Volcom, it has raised questions about the brand’s future, particularly in terms of retail operations.

So, is Volcom truly going out of business? The simple answer is no—Volcom is not going out of business. However, the company has been scaling back its retail operations and undergoing significant restructuring in response to changing market conditions. As part of this shift, Volcom’s U.S. stores have been closing, but this does not mean the end for the brand as a whole.

What Happened to Volcom’s U.S. Stores?

In 2023, Volcom made the difficult decision to close all of its U.S. retail stores as part of a broader restructuring effort. This move was primarily driven by the brand’s financial struggles, combined with the challenges of running physical retail locations in a post-pandemic world where e-commerce has become the dominant shopping method.

The closures affected Volcom’s flagship stores and smaller retail locations across the U.S. However, it’s important to note that these closures were not a sign of the brand’s demise. Instead, they reflect the changing dynamics of the retail industry and the ongoing shift toward online shopping.

Volcom’s decision to close its U.S. stores is part of a broader trend among traditional retailers, particularly those in the fashion and action sports industries, who have been forced to adapt to evolving consumer behavior. While it may seem like a drastic move, this strategy allows Volcom to focus on its e-commerce platforms and other distribution channels, which continue to grow in popularity.

Global Presence and Continued Operations

While Volcom has closed its U.S. stores, it remains a globally recognized brand with a strong presence in international markets. The company’s retail operations outside the U.S. are still going strong, and Volcom continues to maintain a significant foothold in Europe, Asia, and Australia.

Volcom’s online presence has also seen an uptick, as more consumers turn to digital shopping for their action sports and fashion needs. The brand’s website and social media platforms continue to showcase new collections, collaborations, and athlete sponsorships, keeping it relevant in the eyes of its core audience.

In addition to its retail and e-commerce operations, Volcom also partners with key distributors worldwide, ensuring that its products are available through a variety of retail outlets and online stores. This global network helps the brand maintain its competitive edge in the fast-paced action sports industry.

Brand Ownership and Future Plans

After its sale to Authentic Brands Group (ABG), Volcom’s ownership structure has changed, but this doesn’t mean the brand is on its way out. ABG is a private equity firm that specializes in acquiring and managing brands with strong cultural influence. It owns a wide range of companies, including Reebok, Brooks Brothers, and Forever 21, and has a proven track record of revitalizing brands.

Under ABG’s ownership, Volcom is expected to undergo a period of transformation, with an increased focus on brand partnerships, licensing, and e-commerce. While the retail closures may seem like a setback, they are part of a larger strategy to reposition Volcom as a more digitally focused brand, catering to the changing preferences of consumers.

Volcom’s continued commitment to its core values—performance, creativity, and community—remains a key part of the brand’s identity. With a renewed focus on these values, Volcom aims to remain relevant in the ever-evolving action sports industry while adapting to modern retail and consumer trends.

The Bigger Picture: Challenges in the Action Sports Industry

Volcom’s restructuring efforts are not occurring in a vacuum. The brand, like many others in the action sports sector, is facing a number of challenges as the industry evolves. Here are a few of the major factors contributing to the shift in Volcom’s business model:

1. Rise of Fast Fashion: In recent years, fast fashion brands have flooded the market, offering trendy styles at lower prices. These brands have posed a significant challenge to established action sports brands like Volcom, which have traditionally focused on quality and performance.

2. Changing Consumer Behavior: The shift toward e-commerce and online shopping has altered the way consumers purchase action sports gear and apparel. While physical stores were once a central part of the shopping experience, today’s shoppers prefer the convenience of online retail, often favoring brands with a strong digital presence.

3. Economic Pressures: The global economy has faced numerous challenges in recent years, including inflation and supply chain disruptions. These economic pressures have affected retailers across the board, making it more difficult for brands like Volcom to maintain their profitability.

4. Competition from New Players: New brands and startups are constantly entering the action sports space, often with fresh ideas, innovative products, and digital-first business models. This increasing competition has forced established brands like Volcom to adapt or risk losing market share.

Conclusion: The Future of Volcom

So, is Volcom going out of business? While the brand has faced significant challenges, including the closure of its U.S. stores and a shift in ownership, it is far from disappearing. Volcom continues to be a major player in the global action sports market, and its future remains promising under the guidance of Authentic Brands Group.

Volcom’s focus on e-commerce, international markets, and brand partnerships ensures that it will continue to be a relevant and influential brand in the years to come. While the landscape of the action sports industry may be shifting, Volcom’s legacy, innovation, and commitment to its core audience will help it adapt and thrive in a rapidly changing world.

For those who have followed the brand over the years, there’s no need to panic—Volcom is still here, and it’s moving forward with a fresh perspective and renewed energy.