American Exchange Group, a leader in accessories design, licensing and manufacturing, has acquired Venus, a heritage women’s fashion brand.
Founded in 1984 and headquartered in Jacksonville, Fla., Venus manufactures vacation-ready swimwear and versatile wardrobe staples including dresses, tops, denim, sweaters shoes and accessories. Venus has had a long-standing presence in both e-commerce and catalogue retail. The deal closed July 29.
The acquisition, whose price wasn’t disclosed, marks a significant step in American Exchange Group’s strategy to grow its portfolio of owned and licensed fashion and lifestyle brands. Venus joins a lineup that spans accessories, footwear, beauty, home and apparel, including brands such a Aerosoles, NatureWell, Indie Lee and Jonathan Adler, enabling American Exchange Group to further diversity its offerings and expand into new market segments.
A look from Venus.
courtesy image
“This acquisition represents a significant step forward in our continued expansion into the fashion and apparel category,” said Alen Mamrout, chief executive officer of American Exchange Group. “The brand’s strong identity and loyal customer base align seamlessly with our strategic vision. With our resources and expertise, we’re excited to explore what’s next for the brand and unlock its full potential in the evolving retail landscape.”
Laura Bollier, CEO of Venus, said, “As we look toward the future, we’re excited to reset and return to the core of what made Venus iconic: bold, effortless, empowering fashion designed with intention. This new chapter gives us the strategic support to sharpen our focus and thoughtfully expand — while staying rooted in the DNA our customers have always loved.”
Under AXNY’s leadership, Venus plans to streamline its product offering into more curated, high-quality seasonal collections and introduce new retail experiences, including a forthcoming expansion into key retail partnerships. The brand will continue to operate from its Florida headquarters with a focus on digital growth and enhanced customer engagement.
Founded in 1984 in Jacksonville, Fla., Venus has a deep background in swimwear, pioneering the concept of swim separates which allows women to find their perfect fit.
Venus’ core swim solids are designed with recycled fabrics crafted from repurposed pre- and post-consumer materials. The company uses solar energy to power its Florida headquarters. The company’s swimwear ranges in sizes from 2 to 24 and swim bra-size measurements up to a G cup.
The company’s wide range of women’s fashion has select offerings in plus and petite.
Venus distributes its products through Venus. com, as well as select styles on Starboard cruises and hotels, along with Amazon and Target.