Swell.com, an online boardsports retailer and producer of a private label initiative, has entered an agreement for purchase with Billabong. In a press release, Paul Naude said that the purchase would allow Billabong to manage its online sales. CA Apparel News speculates that this is a move for Billabong to better control distribution.
In the past five years, Billabong it has purchased physical retailers such as the Honolua Surf Co. They also run the surf and skate chain BeachWorks.