Electric is moving under the Liberated Brands umbrella in Europe.
Liberated Brands is the operating company for Volcom and it will now be responsible for Electric’s wholesale, e-commerce and marketing functions for the brand’s sunglasses and goggles in the region.
“Electric and Volcom have a long history,” Volcom Europe CEO Joost Grootswagers said in a statement. “Based upon this great relationship and synergy, we will work even closer together. Electric will maintain its premium quality of Italian handmade eyewear. The new arrangement will now enable Electric to utilize Volcom’s services, processes, logistics and knowledge.”
Electric has undergone some big changes of late, including a transition to a new majority owner – FitLab – in 2020.
Liberated Brands has made several interesting moves recently including obtaining the license for Spyder from owner Authentic Brands Group, which also owns the Volcom brand.
With Spyder, Liberated Brands will assume outerwear and apparel sourcing, product design, marketing, wholesale, e-commerce and retail store operations across the U.S., Canada, Japan, Australia, New Zealand, U.K., Russia and select territories in the European Union.
Liberated has said it plans to leverage the expertise and know how it has built over the last decade with Volcom to continue the expansion of Spyder into a full four-season business and broaden its global footprint.
