In a strategic expansion move in the beauty sector, American Exchange Group, an industry leader in accessories design, licensing, and manufacturing, has announced the acquisition of HatchCollective. Established in 2009, HatchCollective is renowned for its trusted range of beauty and personal care brands, including NatureWell, Found Active, Orlando Pita Play, TXTUR, and Paint & Petals. With the acquisition, HatchCollective is being rebranded as AX Beauty Brands.
This acquisition is a key milestone for American Exchange Group, aligning with its overarching growth and lifestyle strategy to identify brands, partnerships, and opportunities that provide value to a diverse consumer base. Over the past two years, the company has also acquired footwear brands Aerosoles and White Mountain, as well as creative services and digital marketing company, Giant Propeller.
Alen Mamrout, CEO of American Exchange Group, expressed his enthusiasm about the acquisition, stating, "I have always believed in a head-to-toe approach when building our brand portfolio, seeking out opportunities that genuinely enrich and enhance the lives of our consumers." He added that HatchCollective's range of trusted and science-backed beauty and personal care products perfectly fits into this strategy.
Mamrout further emphasized that the acquisition provides a tremendous opportunity for American Exchange Group to expand its footprint and deepen its commitment to delivering products that resonate with customers' evolving needs. By integrating HatchCollective's exceptional offerings, the company aims to carve out a more impactful presence in the beauty and personal care space, maximize market share, and gain the trust of a broader audience.
Steve Velasquez, Chief Strategy Officer at American Exchange Group, echoed these sentiments, highlighting the surge in demand for health and wellness products in today's consumer marketplace. He said, "Beauty and personal care are one of the fastest-growing categories and with this acquisition, we are positioned to be the next dominant leader in the space."
Post-acquisition, as mentioned earlier HatchCollective has been renamed AX Beauty Brands, effective immediately but will continue to offer its beloved and trusted line of beauty and personal care products. These products will be available to consumers at their favorite retailers such as Dillard's, Macy's, Amazon, Target, CVS, and Walmart. The products are also manufactured for owned brands and private labels sold at retailers like Trader Joe's and Sam's Club.
Kristin Bibb, Hatch's President and Chief Commercial Officer, expressed excitement about the partnership, stating, "This partnership will enhance our ability to innovate, expand into new markets, and deliver exceptional experiences to our valued customers." She looks forward to a future filled with shared success and continued excellence in the beauty industry.