DaKine's impact on Billabong

When Billabong International acquired DaKine, they knew that the brand would highly benefit the company. DaKine has a strong reputation as the "global action sports industry's leading provider of specialized backpacks and technical accessories with an excellent historical growth profile." The inclusion of DaKine was believed to add depth to Billabong, as it is a brand that is focused on function over fashion. Billabong expected DaKine to contribute approximately 4% of its overall sales.

In my opinion, Billabong's acquisition of DaKine was a benefit to both companies. Billabong was able to broaden its target market, which now includes the surf, skate, snow, and windsurf markets. Through Billabong, DaKine is now able to better their marketing strategies through increased funds. It moves DaKine from a local brand to a more national, well-known brand. It's also great that DaKine was able to keep its own staff, therefore, allowing the company to maintain its own corporate identity. My question relates to how hands-on Billabong is regarding DaKine, but it seems like DaKine has still found financial success. Overall, this will help with my group's research because I now know that finances most likely won't be a problematic factor in our proposal.

http://business.transworld.net/9034/features/billabong-acquires-dakine/