In a move set to make waves in the fashion industry, American Exchange Group (AXNY Group)—the powerhouse behind accessories, footwear, beauty, and lifestyle brands—has officially acquired VENUS, the heritage women’s fashion label celebrated for bold, versatile, and confidence-boosting style.
Founded in 1984 and based in Jacksonville, Florida, VENUS has been a go-to destination for fashion-forward women for nearly four decades. Known for its elevated everyday looks, vacation-ready swimwear, and inclusive fit, the brand has built a loyal following by championing self-expression and effortless confidence.
For American Exchange Group, this isn’t just another acquisition—it’s a strategic step forward. With brands like Aerosoles, Indie Lee, NatureWell, and Jonathan Adler already under its umbrella, adding VENUS further expands its reach into apparel and lifestyle.
“The brand’s strong identity and loyal customer base align seamlessly with our strategic vision,” said Alen Mamrout, CEO of American Exchange Group. “With our resources and expertise, we’re excited to explore what’s next for VENUS and unlock its full potential in the evolving retail landscape.”
The plan? To refine and elevate VENUS’s collections with a more curated, high-quality seasonal approach while expanding retail partnerships and enhancing the brand’s digital experience. VENUS will maintain its Florida headquarters, ensuring that the brand’s DNA—rooted in bold, empowering, and flattering design—remains intact.
“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,” said Laura Bollier, CEO of VENUS.
The timing couldn’t be better. As consumers seek brands that blend style, comfort, and inclusivity, VENUS’s legacy in swimwear and women’s apparel offers a strong foundation for future growth. From pioneering swim separates to today’s versatile, on-trend wardrobe staples, VENUS has consistently delivered on one promise: helping women feel strong, stylish, and seen.
With AXNY’s leadership and VENUS’s iconic status, the future is looking runway-ready.
American Exchange Group acquires VENUS Fashion brand, expanding apparel portfolio.
American Exchange Group acquires VENUS Fashion brand, expanding apparel portfolio.
American Exchange Group acquires VENUS Fashion brand, expanding apparel portfolio.
Michelle M. Mitchell is the Publisher of OMG Culture Magazine, a global multicultural online news publication. With a passion for storytelling and a keen editorial vision, she leads the magazine’s coverage of culture, society, and luxury lifestyle. As a contributor, Michelle brings her expertise in high-profile events, entertainment, and community features, offering readers a distinctive and engaging perspective.
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