American Exchange Group buys LA beauty incubator Hatch Collective

By Julia Wray | Published: 17-Aug-2023

The Nature Well and Found Active owner will be renamed AX Beauty Brands

Accessories company American Exchange Group has bolstered its lifestyle brands roster by acquiring Hatch Collective.

Los Angeles-based Hatch Collective was founded in 2009 and specialises in beauty and personal care brand incubation. 

Its beauty ranges include ‘healthy’ skin care brand Nature Well; high-performance natural brand Found Active; hair care labels Orlando Pita Play and Txtur; and artist-led brand Paint & Petals. 

As part of the deal, American Exchange Group will rename Hatch Collective as AX Beauty Brands.

The purchase follows American Exchange Group’s acquisitions of footwear brands Aerosoles (January 2022) and White Mountain (this January), as well as creative services and digital marketing company Giant Propeller in March.

“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 Hatch Collective along with their range of trusted and science-backed beauty and personal care products fits perfectly into that strategy,” commented American Exchange Group’s CEO Alen Mamrout. 

“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 Hatch Collective's exceptional offerings, we are poised to carve out an even more impactful presence in the beauty and personal care space, maximise market share and gain the trust of a broader audience.”

Steve Velasquez, Chief Strategy Officer at American Exchange Group, added: “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.” 

“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.

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