Eloquii acquired by FullBeauty Brands
FullBeauty Brands announced on Friday it has agreed to acquire plus-size fashion brand Eloquii Inc. from Walmart. Terms of the sale were not disclosed.
The New York-based plus-size company said the acquisition of Eloquii will allow it to further expand its presence in the $81-billion women's plus-sized sector in the United States, which is growing three times faster than the broader women’s apparel market.
Founded in 2011, Eloquii is a digitally native vertical brand that offers fashion and on-trend apparel starting at size 14 exclusively through its website and select wholesale accounts.
The acquisition will also place Eloquii as the anchor tenant for a new FullBeauty "digital mall," joined initially by SwimSuitsForAll and June+Vie. The online platform will continue to house the brand websites of WomanWithin, Roaman’s, Catherines, Jessica London, Ellos, KingSize, Brylane Home, and OneStopPlus.
"We're thrilled to become part of this great company and to have found a partner that supports our vision for Eloquii," said Julie Carnevale, co-founder and brand leader.
"Eloquii is here today because of its customers. With FullBeauty's scale and platform, more customers will learn about Eloquii as we continue to provide our existing customers with the great products and exceptional service they've come to expect from us."
According to FullBeauty, more than half of women ages 18-65 in the U.S. wear size 14 or higher, and these customers have been historically underserved, with clothing limited by its lack of fashion, lack of fit, or both.
"Eloquii is a great success story with very loyal customers that will now become part of the FullBeauty family of brands," said Jim Fogarty, FullBeauty’s CEO.
"This strategic acquisition complements our brands perfectly and allows us to leverage our scale and platform to support Eloquii and our shared mission, and thereby accelerate our growth with this important demographic. Our approach was critical to our recent successful acquisition and integration of Catherines and will be here as well. While we hope to bring scale and platform expertise to bear, we will also humbly be learning from Julie and the talented Eloquii team, who are the soul of the Eloquii brand DNA, and who fortunately are joining us on this next phase of the Eloquii journey.”
In September, Eloquii launched is debut bridal brand dubbed, 'Bridal by Eloquii'.
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