- Expanded from 140 to 190 channels, a 35% increase in 2024 while optimizing marketplace operations.
- Increased sales value 15x from 2014 to 2024.
- Uses both first-party (1P) and third-party (3P) models to maximize reach and adaptability.
- Easily meets marketplace requirements across Europe and the U.S.
For decades, Boardriders has outfitted athletes and adventurers around the world who surf, snowboard, skateboard, and enjoy the outdoors. Boardriders has a strong store and online retail presence, but consumer shopping habits change fast. The company knew it needed to expand to more channels to reach more consumers where they shop.
“Customers have endless options at their fingertips, and their buying journey rarely starts and ends in the same place. To keep up, we needed to expand our reach across more marketplaces and make it easy for them to find us,” said Matthieu Haist, E-Tail Sales Operations Director, Boardriders. By partnering with Rithum, the company expanded quickly, adding 50 new sales channels in 2024, ensuring its brands reached consumers wherever they shop.
Challenge: Balancing complexity while scaling globally
Boardriders first began selling on third-party (3P) marketplaces in 2011 without an integrator. But efficiently managing powerhouse brands such as Quiksilver, Billabong, Roxy and others across multiple marketplaces and global regions was a logistical nightmare. The brand needed a seamless way to scale its marketplace without increasing cost or operational burdens.
Results: 50 new sales channels, 10 major marketplaces, 0 headaches
While partnering with Rithum, Boardriders successfully grew its sales channels more than 35% in 2024 alone. This expansion strengthened its position in 12 major marketplaces, including Decathlon and Sarenza, improving reach, efficiency, and profitability.
“Rithum has made it possible for us to expand quickly without overcomplicating our operations. Scaling from 140 to 190 channels in a year would have been a logistical nightmare without their seamless integrations.”
– Matthieu Haist, E-Tail Sales Operation Director, Boardriders
How Boardriders mastered cross-border commerce with Rithum
Rithum’s strong integration capabilities, particularly in EMEA, helped launch Boardriders’ brands across 12 major marketplaces, including Amazon, LaRedoute, and Zalando. Without any additional operational strain, the Boardriders team now efficiently manages six brands across 15 countries.
In 2013, the brand managed four eBay stores for Quiksilver. Now, it oversees operations across 196 brand-marketplace-country combinations. Rithum’s ability to seamlessly scale across marketplace complexities has played a key role in the brand’s explosive expansion.
How Rithum helps
Rithum’s marketplace management solutions have helped Boardriders:
- Scale efficiently: Expanded from 140 to 190 channels, a 35% increase while optimizing marketplace operations.
- Enhance profitability: Increased gross merchandise value 15x from 2014 to 2024.
- Improve market positioning: Uses of both Rithum’s first-party (1P) and third-party (3P) models maximize Boardriders’ reach and adaptability.
- Expand internationally: Seamlessly meets marketplace requirements across Europe and the U.S.
“Rithum didn’t just help us sell in more places—it gave us a clear strategy to grow smarter, ensuring each new channel contributed to our success rather than adding operational strain,” Haist said.
Company Overview:
Boardriders is a leading action sports and lifestyle company that designs, produces and distributes branded apparel, footwear and accessories for boardriders around the world. Our apparel and footwear brands represent a casual lifestyle for young-minded people who are inspired by a passion for outdoor action sports.
