American Exchange Group Buys Danecraft


American Exchange Group—which owns watch and jewelry brands Kendall & Kylie, Alexis Bendel, and Ed Hardy—has acquired Danecraft and its Primavera Italy brand. No financial details were released.

Danecraft was founded by the Primavera family in 1934 in Providence, R.I. Its product is sold by such retailers as Macy’s, Kohl’s, Belk, and J.C. Penney.

American Exchange said in a statement that it plans to formulate “a holistic marketing and sales blueprint for Danecraft product and the Primavera Italy brand, while simultaneously launching direct-to-consumer channels.”

New York City–based American Exchange’s stable of brands also includes Aerosoles, White Mountain Footwear, AX Beauty Brands, and iTOUCH Wearables.

Top: Danecraft product (photo courtesy of American Exchange)

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By: Rob Bates

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