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ASB MAGAZINE: RYD the gear and accessories brand, launched in 2014 with roots in Cape Town (South Africa) has their eyes set on Australia, announcing that Brad Brickell has officially joined the business as the company’s newly created Brand Director (and part owner) of its Australian business. Brad Bricknell, RYD Founder Barend Buys along with newly inked team rider, Brand Ambassador and WSL ranked world #17 Caio Ibelli, recently debuted RYD at Surf Expo in Florida USA.


Brad Brickell and RYD Founder Barend Buys, a 20-year veteran of the industry, grew up in the same hometown in South Africa. Brad Brickell moved to Australia in 2005 to further his career with the Billabong Group. He then helped successfully launched Vissla  into Australia and New Zealand in 2013. In 2017, Brad launched ‘The Business of Surf’ a website that ultimately evolved into a marketing and consulting agency in the action sports space. After some early  consulting on the RYD brand, it was evident the two were destined to work together.


“Brad caught the heart of the brand very quickly,” said Barend. “We shared a lot of the same ideas on the brand direction and future of the brand. As we started to gear up to expand globally, we needed someone to come alongside us, to spread some of that workload that comes with managing a fast-growing brand,” said Barend.


“We’ve held off looking at Australia, but when we met Brad and things evolved so quickly, it was an easy decision for us to bring him into the family full time. The fact that he can help drive the global brand direction and take the brand to Australia is a win for all of us.”


In this newly created Brand Director role, Brickell will head brand direction and global marketing from the RYD Brand Australia offices. He will work directly with the current marketing team based out of Cape Town, South Africa.  Commenting on the new partnership Brickell said;


“We have some exciting plans for a global brand campaign in 2020, we’re talking to some more amazing surfers about joining our roster, and I’m really looking forward to introducing the brand to Australia later this year,” enthused Brickell. Commenting on launching into a highly competitive marketplace in Australia, Brickell observed;


“From a positioning stand-point, we’re looking at this space, and the future of the industry with a fresh point of view — one that’s inclusive, participation based and focused on progressing our tribe through their surfing journey — and creating some fun and lasting memories along the way,”


“Then, from a business standpoint; for us it’s about building something home grown for the long term and working with like-minded retail partners to ensure both sides are always winning,” said Bricknell.


The brand aims to launch its product in Australia in time for Spring/Summer 2020 and the team will spend the next few months finalising the business set up down under. RYD will also spread its wings to the USA this year.



More  information or on social media @rydlandsea


About RYD:The RYD brand exists to ensure you have the most fun you can in and around the ocean. We’re not bound by age, ability, background or gender. We’re a family-based business, committed to bring you inspired product for every step of your surfing journey. From fun beginnings to the world tour and everywhere in-between, we’ll RYD with you wherever it is you’re having fun… from the land to the sea.


RYD Product: RYD manufacture premium land and sea-based product, designed to ensure you score wherever you are, or wherever you’re going. Our quality products cover the full range of traction, leashes, fins, softboards, surfboards, SUP’s, all your travel necessities and skateboards.