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Our Story

Aleva Stores is a leading fully integrated global e-commerce and consumer brand retailer. Aleva sells across fifteen (and growing) online stores (our “Aleva Stores”) and top online marketplaces globally including Amazon, Walmart, Google, and eBay. Distributing products in the medical compression, health & wellness, outdoor, personal care, and children’s toys categories, Aleva also holds national partnerships with many well-known consumer brands.

Aleva’s unique “all in one” model of e-commerce, Amazon, and marketing expertise combined with large-scale B2C distribution has led to tremendous growth over the past two decades and multiple acknowledgments as an Inc. 5000 fastest growing company.

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Aleva Stores is a family of brands unified by a central principle: providing exceptional service and top-quality products to everyone we serve. Through creativity, innovation, and collaboration, we will meet the unique needs of our customers, clients and partners.

Family Values

Our founder, Joseph Gaskins, was born in 1914 as one of ten children on a small farm in southern Indiana. At the tender age of three, Mr. G, as we came to know him, lost his leg to an infection. He used crutches every day for ten years as he tended to his daily chores and traveled to and from school. With guidance from his parents and their tight-knit, humble community, he developed a can-do attitude and kind, adventurous spirit.

After being fit for his first prosthetic as a young man, he chose to dedicate his life to helping others in need of quality prosthetics. In the late 1930s, Joseph moved to Michigan and by 1957, had opened a small prosthetic fabrication business in Pontiac, Michigan. Nearly 60 years later, that first venture has grown to become the Aleva family of brands where his son Larry, grandson Derek and their wonderful staff carry on his legacy.

Mr. G taught us the importance of humility, compassion and a positive attitude. These characteristics have been instilled in each generation of our Aleva family and continually yield opportunities for us to learn and grow while always placing the customer first. He is greatly missed by us all, but we know he is smiling down on us as we continue in his humble footsteps, never losing sight of our customers and their needs.
1957
American Orthopedic is founded in Pontiac, Michigan.
1960
Larry Gaskins begins working alongside his father, Joseph Gaskins in the family business and takes the helm of the company shortly thereafter.
1986
American Orthopedic updates its name to American Medical Services to better represent the expanded product and service offerings.
1998
Derek Gaskins joins the family business and begins developing an online retailing presence on eBay

Expanding Brands

In 2005, the company expanded their presence in the online retail space with the launch of For Your Legs and quickly became the online leader in the compression therapy retail space.

By 2011, Aleva Stores, through strategic acquisitions and site launches, expanded their market from medical compression and hosiery to include running, hiking and lifestyle socks from top brands like Smartwool, Darn Tough, Wigwam and Stego at SocksAddict.com. That success was built upon with the addition of Diabetic Sock Shop, Pike to Peak and Bib and Tucker. Now, in addition to the compression wear that started the company, the Aleva family of brands offers hiking and adventure gear like The North Face, men’s personal care products and more.

In 2015, Aleva launched Retail Bloom, a marketing agency focused on helping brands navigate the world of online marketplaces. Retail Bloom provides launch guidance, identity and channel analysis, life-cycle marketplace strategy and long-term support to consumer brands.
2005
American Medical Services makes its online debut with the launch of ForYourLegs.com and opens its first warehouse in Pontiac, Michigan.
2008
American Medical Services becomes Aleva Stores. Collaboration with CEP Compression begins.
2010
Aleva Stores relocates to Rochester Hills, Michigan and increases warehouse space to over 60,000 sq. ft. total. DocOrtho.com is acquired.
2011
SocksAddict.com is launched.
2012
DiabeticSockShop.com and PikeToPeak.com are launched.
2013
After shipping nearly 600,000 orders in 2013, Aleva surpasses $30 Million in annual revenue.
2014
BibAndTucker.com is launched, bringing the total number of brands in the Aleva family to ten.
2015
In 2015, Aleva launched Retail Bloom, a marketing agency focused on helping brands navigate the world of online marketplaces. Retail Bloom provides launch guidance, identity, and channel analysis, life-cycle marketplace strategy and long-term support to consumer brands.
2016
Several house brands are launched including Doc Ortho, Bib & Tucker, Venda Medical, VenActive, Stego, Inocep and Actifi.
2018
Rejuvahealth is acquired.
2019
An additional 28,000 sq. ft. facility is opened in Rochester Hills, Michigan to support rapid growth.
2019
Partnership with Muhle Shaving out of Germany.
2020
Aleva Stores ships over 1 Million orders in the calendar year.
2022
Divestment of Retail Bloom to Longshore Capital Partners

People are the Story Behind Our Success

Meet Our Team

Brands Making a Difference in People's Lives

Meet Our Brands

Our Commitment
to Community

In addition to our commitment to our customers and employees, we believe it’s important to give back through volunteering and charitable donations.

Make-A-Wish® Michigan Foundation

Aleva Stores is a proud sponsor of the Make-A-Wish® Michigan Foundation. 99% of doctors say wishes help relieve families from traumatic stress, with 87% of alumni stating their wish was a turning point in their treatment. As of today, 11,000 Michigan wises have come true because of the network of supporters.

Pair with Purchase

House brand Stego makes a Charity Series sock, with 25% of the purchase price going to Make-A-Wish® Michigan. Additionally, house medical brand VenActive offers a One Pair Purchased, One Pair Donated program.

Health, Education and Welfare

Health, Education and Welfare (HEW) is a volunteer operated nonprofit based in Wisconsin founded by a breast cancer survivor who later developed lymphedema. HEW’s goal is to educate, encourage and empower those with lymphedema. Their Compression Garment Fund is Wisconsin’s first and only financial aid program helping Lymphedema survivors obtain their medically needed compression garments.

Ninjas Fighting Lymphedema

Ninjas Fighting Lymphedema is a nonprofit that was established by lymphedema patient and spokesperson, Amy Rivera to build the lymphedema community and give them a voice. NFLF helps patients, schools, hospitals, nonprofits and communities to better respond to the lymphedema epidemic. They educate, advocate and empower individuals and organizations to take an active role in creating awareness and spreading hope.