Mexx
Dutch fashion brand offering clothing, footwear, accessories, and lifestyle products for women, men, and children.
Last updated August 21, 2026
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Overview
Mexx is a Dutch fashion brand founded in 1986 by Rattan Chadha through the combination of two earlier clothing businesses: Moustache, a menswear label, and Emanuelle, a womenswear label. The name Mexx combines the initials of those two businesses with two Xs, a device that also supported the brand's early visual identity and its launch advertising. The initial campaign used the phrase “Everything should be XX,” helping establish Mexx as a contemporary, accessible fashion name. The brand developed from a Dutch operation into an international apparel business serving women, men, and children. Its assortment expanded beyond clothing to include footwear and accessories, and later included lifestyle-oriented products in selected distribution channels. Mexx positioned itself around modern, urban, relatively accessible fashion rather than luxury or specialist performance apparel. During its expansion, the brand operated stores and distribution relationships in more than 50 countries and became a significant European fashion label. Reference material describes production of approximately 40 million pieces in 2010 and places Mexx among Europe’s larger fashion brands at that time; this figure is historical rather than a current operating measure. Mexx’s corporate ownership changed several times. Liz Claiborne acquired the business in 2001. In autumn 2011, Liz Claiborne sold it to a joint venture involving the Gores Group. The brand subsequently experienced a difficult period marked by declining sales from the second quarter of 2008 onward and store closures. On 4 December 2014, three holding companies associated with the group were declared bankrupt by the Amsterdam District Court. Mexx restarted in February 2015 after its acquisition by Turkey-based Eroğlu Holding, whose portfolio included Colin’s. Eroğlu sought to use Mexx’s existing European recognition to support expansion into additional European markets. Mexx returned to Dutch ownership in 2017 when Brabant-based RNF Holding acquired the brand. RNF relaunched the Mexx footwear collection in 2018. The spring/summer 2021 fashion collection was the first Mexx collection designed from the brand’s office in Drunen, and the relaunch reused the “Everything should be XX” line from the original identity. Mexx also returned to Canada after an earlier withdrawal through a distribution arrangement with Walmart Canada, offering clothing, shoes, and home accents. In October 2024, NFG Group announced the planned sale of Mexx to HVEG Fashion Group. HVEG already owned Dutch and German fashion labels including Bamboo Basics and Twinlife. In December 2024, HVEG announced that it had completed the purchase of RNF Group, the company that had managed Mexx before the transaction. Mexx therefore remains an active brand within a new Dutch fashion group, although detailed current financial, retail, and geographic operating information is not established by the supplied reference material.
History
Mexx originated in the Netherlands in 1986 when entrepreneur Rattan Chadha brought together his existing Moustache menswear business and Emanuelle womenswear business. The new name was formed from the initial letters of those labels followed by two Xs. The X motif was reinforced by the launch campaign “Everything should be XX,” which gave the young brand a distinctive and easily recognizable identity. The company expanded its offer from adult apparel into a broader family fashion proposition, adding childrenswear, shoes, and accessories. It developed an international retail and wholesale presence, with stores or distribution in more than 50 countries. Mexx became known for accessible contemporary fashion with an urban European character. Historical reference material states that production reached approximately 40 million pieces and that the brand ranked among Europe’s 30 largest brands in 2010. The company’s growth was followed by a prolonged deterioration in performance. Sales began declining from the second quarter of 2008, and the business responded by closing stores. Ownership changed during this period: Liz Claiborne acquired Mexx in 2001 and sold it in autumn 2011 to a joint venture involving the Gores Group. From 1985 to 2008, the company was based in Voorschoten at a former silver-factory site associated with Koninklijke Van Kempen & Begeer. After 2008, its head office moved to the former European headquarters of Nissan in Amsterdam’s Riekerpolder. The restructuring culminated in the bankruptcy of three group holding companies, declared by the Amsterdam District Court on 4 December 2014. Mexx restarted in February 2015 after being acquired by Eroğlu Holding, the Turkish clothing and retail company associated with Colin’s. Eroğlu viewed Mexx’s established European brand recognition as a platform for broader market access. In 2017, RNF Holding acquired the brand and returned it to Dutch ownership. RNF relaunched the shoe collection in 2018 and later developed fashion collections from its Drunen office. The spring/summer 2021 collection was identified as the first Mexx fashion collection designed there, and the relaunch campaign revived the original X-based slogan. Mexx also re-entered Canada through a distribution arrangement with Walmart Canada, with a range including apparel, footwear, and home accents. In 2024, ownership moved again. NFG Group announced the planned sale of Mexx to HVEG Fashion Group on 1 October, and HVEG announced completion of its acquisition of RNF Group in December. The brand is consequently part of HVEG’s Dutch and German fashion portfolio, alongside labels such as Bamboo Basics and Twinlife. Detailed current revenue, store-count, and executive information is not established in the supplied material.
- 2024
HVEG announces and completes acquisition
[1]NFG announces the sale of Mexx to HVEG in October, followed by HVEG’s announcement that it completed the purchase of RNF Group in December.
- 2021
First Drunen-designed fashion collection
[1]The spring/summer 2021 collection becomes the first Mexx fashion range designed from the Drunen office.
- 2018
Footwear collection relaunch
[1]The Mexx shoe collection is relaunched.
- 2017
RNF Holding acquires the brand
[1]Mexx returns to Dutch ownership under Brabant-based RNF Holding.
- 2015
Mexx restarts under Eroğlu Holding
[1]Eroğlu Holding acquires Mexx and restarts the business.
- 2014
Group holding companies enter bankruptcy
[1]Three holding companies associated with the group are declared bankrupt by the Amsterdam District Court.
- 2011
Mexx is sold to a Gores Group joint venture
[1]Liz Claiborne sells the brand in autumn 2011 to a joint venture involving the Gores Group.
- 2008
Head office moves to Amsterdam
[1]After operating in Voorschoten through 2008, the company moves its head office to Amsterdam’s Riekerpolder.
- 2001
Acquisition by Liz Claiborne
[1]The American fashion company Liz Claiborne acquires Mexx.
- 1986
Mexx is created in the Netherlands
[1]Rattan Chadha combines the Moustache menswear and Emanuelle womenswear businesses to create Mexx.
Products and positioning
Accessible contemporary fashion for urban consumers, spanning womenswear, menswear, childrenswear, footwear, and accessories.
Women's apparel · 1986
Mexx womenswear
The womenswear line is one of the two original pillars of Mexx, inherited from the Emanuelle business at the brand’s creation. It forms part of the brand’s contemporary European fashion proposition and is designed for everyday urban wardrobes. Specific current sub-lines and technical product specifications are not established in the supplied sources.
Men's apparel · 1986
Mexx menswear
Mexx menswear originated from Rattan Chadha’s Moustache label and remained a core part of the combined brand. The range is associated with accessible modern clothing for men rather than luxury or specialist performance apparel. The supplied sources do not identify a complete current product architecture.
Children's apparel
Mexx childrenswear
Mexx expanded beyond its original womenswear and menswear foundations into children’s clothing as the brand developed an international family-fashion proposition. Detailed age segments, collections, and current availability are not specified in the supplied reference material.
Footwear · 2018
Mexx footwear
Footwear became an established extension of the Mexx assortment. The shoe collection was specifically relaunched in 2018 after the brand’s ownership and business restructuring, and shoes were also included in its Canadian distribution range.
Accessories and lifestyle
Mexx accessories and home accents
Mexx offers accessories alongside its apparel and footwear categories. In the Walmart Canada distribution arrangement, the assortment also included home accents, indicating a broader lifestyle interpretation of the brand in that market.
Marketing campaigns
- 2021Everything should be XX relaunch
Netherlands · Europe
The brand revived its original X-based slogan as part of a relaunch around the spring/summer 2021 collection designed from the Drunen office.
Outcome. The campaign reconnected the relaunch with Mexx’s founding visual and verbal identity.
- 1986Everything should be XX
Netherlands · Europe
Mexx launched with an advertising concept built around the phrase “Everything should be XX,” connecting the brand name and its double-X graphic identity to a youthful, contemporary fashion attitude.
Outcome. The campaign attracted attention and contributed to Mexx’s early popularity.
Brand decisions
2024
Sale to HVEG Fashion GroupM&ABackground
NFG Group announced the planned sale of Mexx after RNF Group had managed the brand.
Action taken
HVEG Fashion Group acquired RNF Group and thereby took ownership of the Mexx brand.
Aftermath
Mexx became part of HVEG’s Dutch and German fashion-brand portfolio.
2018
Footwear collection relaunchProduct launchBackground
After the brand’s ownership transition to RNF Holding, Mexx refreshed its product offer.
Action taken
The Mexx shoe collection was relaunched.
Aftermath
Footwear remained part of the brand’s subsequent assortment.
2015
Acquisition by Eroğlu HoldingM&ABackground
Following the bankruptcy of three holding companies, Mexx required a restart and new ownership.
Action taken
Eroğlu Holding acquired Mexx and relaunched the business, aiming to use the brand’s European recognition to access additional markets and points of sale.
Aftermath
Mexx resumed operations before returning to Dutch ownership under RNF Holding in 2017.
2008
Store closures during a sales declineStrategyBackground
Mexx experienced declining sales beginning in the second quarter of 2008.
Action taken
The business closed stores as part of its response to deteriorating performance.
Aftermath
The decline preceded later ownership changes and the 2014 bankruptcy of three group holding companies.
Recent events
- 2024
NFG Group announces sale of Mexx to HVEG Fashion Group[1]
M&A
On 1 October 2024, NFG Group announced that Mexx would be sold to HVEG Fashion Group.
- 2024
HVEG completes purchase of RNF Group[1]
M&A
In December 2024, HVEG announced completion of its purchase of RNF Group, which had managed the Mexx brand.
- 2021
Mexx launches a new fashion collection from Drunen[1]
Product launch · Product generation
The spring/summer 2021 collection was the first Mexx fashion collection designed from the brand’s Drunen office.
- 2018
Mexx footwear collection relaunched[1]
Product launch · Product generation
RNF relaunched the Mexx shoe collection as part of the brand’s post-restructuring development.
- 2017
Mexx returns to Dutch ownership[1]
M&A · Leadership change
Brabant-based RNF Holding acquired Mexx, bringing the brand back under Dutch ownership.
- 2015
Eroğlu Holding acquires Mexx and launches a restart[1]
M&A
Mexx restarted after Turkish clothing and retail company Eroğlu Holding acquired the brand and associated business interests.
- 2014
Mexx holding companies declared bankrupt[1]
Bankruptcy
On 4 December 2014, three holding companies connected with the Mexx group were declared bankrupt by the Amsterdam District Court.
- 2011
Liz Claiborne sells Mexx to a Gores Group joint venture[1]
M&A
In autumn 2011, Liz Claiborne sold Mexx to a joint venture involving the Gores Group.
- 2001
Liz Claiborne acquires Mexx[1]
M&A
Mexx was acquired by the American fashion company Liz Claiborne.
Mexx returns to Canada through Walmart Canada distribution[1]
Other
After several years away from the Canadian market, Mexx returned through a distribution arrangement with Walmart Canada covering shoes, clothing, and home accents.
Sources1 sources
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