Global Commerce Framework Creation




Retail & Consumer Products


Brand Experience (Bx)

Commerce Enablement

Content and Creative

Customer Experience (Cx)


Billabong International Limited is a leading retailer of apparel, accessories, eyewear, wetsuits, and hard goods in the boardsports sector under the Billabong, RVCA, Element, Von Zipper, Honolua Surf Company, Kustom, Palmers Surf and Xcel brands.


Billabong needed a seamless omnichannel commerce experience built for online shoppers. They sought to do this by developing an extendable commerce framework to support nine brands, twenty-three sites and 5+ regions over three years while maintaining effective content to capture their lifestyle branding.


Capture a single view of the customer’s needs, including inventory visibility across channels to assist with creating an intuitive user experience and best practices for marketing and merchandising.


The main challenge for this project was the timeline. Not only did BORN need to turn around the new website for the upcoming holiday season it also required a universal framework for all of Billabong’s brands. By building the framework around mobile-first and taking every effort to ensure speed to market, we overcame the challenges and delivered the project on time.

Mobile-First Design

The BORN team kept mobile-first and cross-device journeys as a primary focus to significantly increase online conversions.

Filter & Display

BORN re-engineered Billabong’s filtering and display options for the accessory collections, containing thousands of items.

Audience Re-engagement

BORN used Billabong’s already strong tone of voice and imagery within targeted campaign funnels to re-engage the brand’s audience.

Module Library

BORN collaborated closely with Billabong’s design team to create a library of modules to support special offers and campaign pages.


Billabong’s digital solutions rested on building a master architecture that delivered an effective global framework while empowering lifestyle-infused experiences.


BORN built multiple websites for Billabong, including Surf, Amazon Surf, Dive, Ski, Two Seasons, RVCA, Von Zipper and Element, spanning three continents and various languages. We also provided a master architecture for future website iterations. BORN used Billabong’s unique lifestyle tone of voice and imagery to re-engage consumers through marketing campaigns and created a library of modules for ongoing efforts.

Long-Term Value

Both Billabong and its peer brands saw a significant lift in online conversions. Billabong managed to surge in holiday shopping, and from the same global omnichannel framework, its sister brand Surf Dive Ski managed to capture 500% growth YOY after the launch of its site