LVMH to Acquire the Deus Ex Machina Brand?

Like the word "cool" itself, it is hard to describe what exactly Deus ex Machina is, especially to the uninitiated. The motorcycle/surf lifestyle brand is 10 years old now, and will go down in moto-history as being partially responsible for the "post-authentic" motorcycle movement. The easiest explanations is that the Deus ex Machina brand is known both for its two-wheeled creations, and also its destination stores in Sydney, Bali, Japan, Los Angeles, and Milan. In talks now with L-Capital, the private equity arm of LVMH (which is better known for its Louis Vuitton, Moët, and Hennessy brands), Deus ex Machina looks to be the second major exit for its founder and majority shareholder Dare Jennings, who sold his Mambo brand to Gazal Corporation back in 1990.

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