Billabong focuses on females for turnaround

Billabong (ASX: BBG) announced today that it has appointed industry stalwart Susan Branch as its first Global General Manager for Billabong Womens. The position is a new one for the surfwear, action sports, and apparel company, and signifies a heightened interest in making their brand more female-friendly.

“Consistent with the strategic direction laid out at our recent Annual General Meeting, we’re focusing on our big brands,” said CEO Neil Fiske in a statement. “We see tremendous growth opportunity for Billabong Womens which is why we’ve specifically created this role to give it a dedicated focus. Susan is the ideal person to take on the role and we’re delighted someone with her level of experience and talent is joining Billabong.”

Ms. Branch will assume her position at Billabong this month, leaving her executive position of three years at Roxy/Quicksilver. “I’m joining Billabong at an exciting time as it undertakes its turnaround strategy,” Branch noted in a statement. “This is a fantastic brand and I can’t wait to begin working with the team as we reenergise and grow Billabong Womens globally.”

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Motley Fool contributor Justin Loiseau has no position in any stocks mentioned in this article. You can follow him on Twitter @TMFJLo.

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