WWD.com/globe-news/intimates-activewear/amerex-buys-bleurod-beattie-swimwear-7509522/
government-trade
government-trade

Amerex Buys Bleu/Rod Beattie Swimwear

The contemporary swimwear brand will continue to be designed under the creative direction of Rod Beattie.

Bestselling styles by Bleu/Rod Beattie swimwear.

Amerex Group Inc. has acquired the Bleu/Rod Beattie swimwear brand and business from A.H. Schreiber Co. Inc.

Bleu/Rod Beattie, a contemporary swimwear brand, will continue to be designed under the creative direction of Rod Beattie.

Ira Ganger, chief executive officer of Amerex, said the acquisition will fill a “valuable” niche in the outerwear and swimwear company’s portfolio.

“It’s a perfect fit with what we were missing in our swimwear business. Bleu is modern missy, probably more missy,” said Ganger. “We now have two iconic swimwear designers: Red Carter, who does supercontemporary, and Rod Beattie, who specializes in supermissy. It’s a great mix and they each complement each other.”

After two decades of designing for The Warnaco Group and Apparel Ventures, Beattie joined forces with the Schreiber Co. to develop and build the Bleu/Rod Beattie business, which made its debut for cruise 2012.

Ganger said he plans no changes for the newly acquired brand under the Amerex umbrella.

“We’ll just grow it from where it is,” said Ganger. 

A purchase price was not available, but yearly wholesale sales for the better-price brand are “upwards of $10 million,” he said.

Distribution is aimed at major stores such as Nordstrom and specialty chains including Everything But Water, as well as macy’s.com.

The Schreiber Co. will continue to focus on new projects and licenses that are currently in the planning stages. Further details were not available.