American Exchange Group (AXNY Group), a leader in accessories design, licensing, and manufacturing, announced today its acquisition of VENUS, a heritage women's fashion brand synonymous with bold, unique apparel for every occasion.
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Founded in 1984 and headquartered in Jacksonville, Florida, VENUS has become a beloved destination for fashion-forward women seeking elevated everyday style, vacation-ready swimwear, and versatile wardrobe staples. With a devoted customer base and a long-standing presence in both e-commerce and catalog retail, the brand has consistently championed self-expression, fit inclusivity, and feminine confidence.
The acquisition 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 strong lineup that spans accessories, footwear, beauty, home, and apparel-including brands such as Aerosoles, NatureWell, Indie Lee, and Jonathan Adler-enabling AXNY to further diversify its offerings and expand into new market segments with a brand that deeply resonates with its audience.
“This acquisition represents a significant step forward in our continued expansion into the fashion and apparel category,” said Alen Mamrout, CEO 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.”
“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,” said Laura Bollier, CEO of VENUS. “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 an emphasis on digital growth and enhanced customer engagement.
With nearly four decades of brand equity and a loyal community of shoppers, VENUS remains committed to helping women feel strong, stylish, and seen – wherever life takes them.
About American Exchange Group:
American Exchange Group is an industry leader in fashion accessory products and brand management. By facilitating distribution to major retailers internationally for their globally recognized brands, custom private label brands, and exclusive licensed brands-including footwear, tech wearables, watches, jewelry, handbags, fashion accessories, and beauty-American Exchange Group raises the bar by disrupting the status quo with value and quality, while staying at the forefront of trends.
Expertise in brand strategy, marketing, sourcing, operational logistics, and digital innovation allows American Exchange Group to transform brands and forge connections with best-in-class, strategic and retail partners. Their consumer-centric approach ensures sustainable growth and long-term value. Boasting a comprehensive portfolio of iconic owned and licensed brands, American Exchange Group remains at the forefront of the industry, driving the creation of compelling brand experiences. www.axnygroup.com
About VENUS:
Founded in 1984 in Jacksonville, Florida, VENUS has a rich heritage rooted in swimwear, pioneering the concept of swim separates, which allowed women to find their perfect fit. Today, VENUS continues to offer stylish, on-trend designs in women's clothing and swimwear. Through a commitment to quality, inclusivity, and effortless style, VENUS continues to inspire women to feel confident in every moment.
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SOURCE American Exchange Group
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