American Exchange acquires HatchCollective

American Exchange Group announced it has acquired beauty and personal care company, HatchCollective, the owner of NatureWell, Found Active, Orlando Pita Play, Txtur and Paint & Petals.

Terms of the deal were not disclosed.

The strategic partnership “brings together both organisations’ unique strengths and creative talents, paving the way for exciting new synergies and growth opportunities,” according to a press release. It also marks American Exchange Group’s entry into the beauty and personal care space.

As part of the deal, American Exchange Group has likewise renamed HatchCollective, now called AX Beauty Brands, adding it will continue to offer the same line of beauty and personal care products across the acquired company’s portfolio of brands.

“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,” said Hatch’s president and chief commercial officer, Kristin Bibb.

“We look forward to a future filled with shared success and continued excellence in the beauty industry.”

American Exchange Group is a New York-based accessories designing, licensing and manufacturing firm.

Over the past two years, American Exchange has acquired footwear brands Aerosoles and White Mountain as well creative services and digital marketing company, Giant Propeller. 

The group said its recent acquisitions align with the firm’s overarching growth and lifestyle strategy to identify brands, partnerships and opportunities that provide value to a wide range of consumers.

​”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 and HatchCollective along with their range of trusted and science-backed beauty and personal care products fits perfectly into that strategy,” said Alen Mamrout, CEO of American Exchange Group.

“Just like the recent addition of Aerosoles and White Mountain footwear brands to our portfolio, both of which are celebrated for their comfort and innovation, we’ve consistently aimed to provide our customers with trend right products that offer a value at an affordable price point. 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.”