XOXO was started by Gregg and Lynne Fiene in 1991 along with their partners, Marc and Michelle Bohbot. In 1999, annual sales reached $100 million but the company struggled financially. Gregg Fiene bought the Bohbot's shares and put the company on sale. XOXO was sold to Aris Industries in 1999 for $25 million. Aris cut costs down and moved the brand's production to Asia. Unable to turn a profit, Aris Industries sold XOXO to Global BrandHolding in 2003 for $43 million. Global Brand licensed the sportswear, dresses and intimate apparel to Kellwood. The equity firm Sun Capital Partners acquired Kellwood in 2008, and sold it to a group of investors based in Hong Kong in December 2016.