Mexx

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Mexx is a fashion brand of HVEG Fashion Group that was created in the Netherlands by Rattan Chadha in 1986 by merging his brands Moustache (for men) and Emmanuelle (for women). The brand's name is a combination of two of Chadha's previous business ventures, a men's line "Moustache" and a women's line "Emanuelle" It takes the first letter of both brands and adds two kisses to it: Mexx. M (oustache) + E (manuelle) + XX (two kisses) = MEXX. The advertising campaign "Everything should be XX" from 1986 caught on attention and Mexx became popular. Mexx has grown into an international brand in women's, men's and children's clothing with stores in more than 50 countries. With a production of 40 million pieces, Mexx was one of the top thirty largest brands in Europe in 2010. Since the second quarter of 2008, however, Mexx has been facing declining sales and has had to close the stores. In 2001, Mexx was bought by the American Liz Claiborne (LCI), which sold it in the autumn of 2011 to a joint venture with the Gores Group. From 1985 to 2008, the company was located in Voorschoten, in the former silver factory of Koninklijke Van Kempen & Begeer. After that, the head office was located in the former European head office of Nissan in the Amsterdam Riekerpolder. On December 4, 2014, three holding companies of the group were declared bankrupt by the Amsterdam District Court. In February 2015, Mexx made a restart after the Turkish clothing and retail company Eroğlu Holding, who founded the Colin's brand, well known in Turkey, Russia, Ukraine and Central Asia, bought Mexx. Among the aims behind the purchase was the intended use of Mexx's established European brand recognition to give Eroğlu Holdings access to new European markets and points of...