It is stated that the acquisition aligns with AEG’s strategy to broaden its consumer reach and expand its presence in the industry.
Yesterday (August 16), American Exchange Group (AEG) has made a significant move to strengthen its position in the beauty and personal care market with the acquisition of HatchCollective. The terms of the deal have not been disclosed.
HatchCollective, a privately held company established in 2009, boasts a portfolio of notable brands such as NatureWell, Found Active, Orlando Pita Play, Txtur, and Paint & Petals. The acquisition aligns with AEG’s strategy to broaden its consumer reach and expand its presence in the industry.
American Exchange Group is an industry leader in accessories design and manufacturing. By facilitating distribution to major retailers globally for our proprietary brands, custom private label brands and exclusive licensed brands, including footwear, tech wearables, watches, jewelry, handbags and fashion accessories. AEG has been actively expanding its portfolio over the past two years, acquiring footwear brands Aerosoles and White Mountain, as well as creative services and digital marketing company Giant Propeller.
Alen Mamrout, the CEO of American Exchange Group stated, “This acquisition is a tremendous opportunity for us to not only expand our footprint but also to deepen our commitment to delivering products that resonate with our customers’ evolving needs. By integrating HatchCollective’s exceptional offerings, we are poised to carve out an even more impactful presence in the beauty and personal care space, maximize market share, and gain the trust of a broader audience.”
As part of the agreement, HatchCollective will undergo a name change and rebrand as AX Beauty Brands. However, this transition will not affect its existing brands or retail partnerships, including prominent names such as Dillard’s, Macy’s, Amazon, Target, CVS, and Walmart, according to AEG.
Kristin Bibb, President and Chief Commercial Officer of HatchCollective said: “We are excited to embark on this journey with American Exchange Group, combining our resources and expertise to create something truly extraordinary in the beauty industry. This partnership will enhance our ability to innovate, expand into new markets, and deliver exceptional experiences to our valued customers. We look forward to a future filled with shared success and continued excellence in the beauty industry.”
