A new holding company will house three powerhouse surf brands with extensive influence in the wave pool market. Firewire Surfboards, Slater Designs and Outerknown will now work under one company.

According to a news announcement the move was made to leverage resources and stay competitive in the rapidly changing surf industry. The new holding company will oversee apparel, hardgoods and accessories distributed around the globe.

The consortium said the merger will harness the combined strength of each brand, their ties to surfing, and shared leadership in producing top-shelf, sustainable products.

Dylan Slater, who took over the CEO role at Firewire Surfboards after Mark Price retired, will oversee the three brands and their distribution through all surf channels including wave pools.

“This brand union sets the table for a completely fresh approach to the surf market,” said Dylan Slater (no relation to Kelly). “With the seismic changes in the surf industry a constant, we will be very deliberate about how we position apparel, hardgoods, and new product categories cohesively to strengthen the connection to our customers.”

The alliance of brands collectively designs, develops and manufactures apparel, accessories, surfboards, fins, traction pads, leashes, and more with a global reach across wholesale, retail, and online in nearly 60 countries around the world.

Additionally, the group said they will collaboratively grow across existing distribution, new markets, and future product launches, including a new product line collaboration between Outerknown and Kelly, which will be curated for surf specialty retail.

“I’m passionate about the companies I’m involved with because I believe in their missions, products, and people,” said Kelly, co-founder of Outerknown and majority shareholder in Firewire Surfboards and Slater Designs. “To have all these major brands under one collective roof allows us to bring our pioneering innovation in sustainable apparel to the wider surf community, showing what’s possible by doing business in the most responsible way.”

Firewire and Slater Designs are a dominant force in wave pool surfboard rental fleets, holding demo days and offering a variety of models at surf parks around the world.