American Exchange Group (AXNY Group), a leading player in accessories design, licensing, and manufacturing, has announced the acquisition of VENUS, a heritage women’s fashion brand celebrated for its bold designs and inclusive appeal. The move forms part of AXNY’s ongoing efforts to broaden its fashion and lifestyle portfolio with established, consumer-focused brands.
VENUS, founded in 1984 and based in Jacksonville, Florida, has built a reputation for empowering fashion that blends everyday elegance with vacation-ready styles. Over the years, the brand has cultivated a strong and loyal following through its dual presence in e-commerce and catalogue retail. With a core emphasis on self-expression, versatile fashion, and fit inclusivity, VENUS has become a go-to label for women seeking confidence in their clothing choices.
“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.”
AXNY, whose portfolio spans accessories, footwear, beauty, homeware, and apparel, will integrate VENUS alongside existing names such as Aerosoles, NatureWell, Indie Lee, and Jonathan Adler. The acquisition not only strengthens AXNY’s position in women’s fashion but also opens avenues for cross-category growth and retail synergy.
“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.”
Looking ahead, VENUS will continue to operate from its Florida headquarters, with a renewed focus on digital innovation and enhanced customer engagement. Under the guidance of AXNY, the brand plans to refine its seasonal collections with a curated approach and develop new retail experiences. An expansion into key retail partnerships is also expected.
With nearly four decades of brand heritage and a vibrant community of shoppers, VENUS remains committed to helping women feel stylish, empowered, and seen, no matter the occasion.
About American Exchange Group
American Exchange Group is a market leader in fashion accessories and brand management, distributing to major retailers worldwide. Their brand portfolio includes owned, private label, and exclusive licensed brands across categories such as footwear, tech wearables, watches, jewellery, handbags, beauty, and more. The company’s expertise in brand strategy, marketing, logistics, and digital innovation allows it to create and elevate impactful brand experiences.
About VENUS
Established in Jacksonville, Florida, in 1984, VENUS pioneered the concept of swim separates, giving women more control over their fit. Today, the brand continues to offer stylish, inclusive, and contemporary collections in swimwear and apparel. With a commitment to effortless style and quality, VENUS empowers women to feel confident at every moment.
