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15 Brands Making The Best Plus-Size Clothing Right Now

Best Plus-Size Travel Clothing Brand

Mara Hoffman

Best Plus-Size Travel Clothing Brand

Mara Hoffman Credit: Shopbop

About the brand: Eco-conscious designer Mara Hoffman carries many of her dresses, matching separates, and swimwear in extended sizes. These pieces have an elevated, resort vibe for your summer travels—and they're made to last.

Size range: XXS–3XL

Price range: $$$

What reviewers are saying: "Good quality, nice fabric, very comfortable to wear. A perfect choice for summer vacation."

Best Plus-Size Travel Clothing Brand

Mara Hoffman Laura Printed Dress

Best Plus-Size Travel Clothing Brand

Mara Hoffman Laura Printed Dress

Best Sustainable Plus-Size Store

Ganni

Best Sustainable Plus-Size Store

Ganni Credit: Ganni

About the brand: The styles that made Ganni the most recognizable brand at Copenhagen Fashion Week finally became available in plus sizes in 2021. Each collection stays true to Ganni's signature look—whimsical, colorful, and ever-so-slightly off-kilter—with the added benefit of responsibly sourced materials. (Ganni is a certified B Corporation.) The label also includes plus sizes in its buzzy collaborations, whether it's a team-up with outerwear label 66 North or Belgian-based designer Esther Manas.

Size range: 0–22

Price range: $–$$$

What reviewers are saying: "Adorable, great material, fun to dress up or keep casual."

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Best Sustainable Plus-Size Store

Ganni Silk V-neck Mini Dress

Best Sustainable Plus-Size Store

Ganni Silk V-neck Mini Dress Credit: Ganni

Best Plus-Size Wardrobe Essentials Brand

J.Crew

Best Plus-Size Wardrobe Essentials Brand

J.Crew Credit: J.Crew

About the brand: Under womenswear director Olympia Gayot, J.Crew is excelling at modern essentials at every size. Come for the tailoring and matching sets; stay for the roster of insider-approved collaborations and long-lasting accessories.

Size range: 000–24

Price range: $–$$

What reviewers are saying: "At least 20 people approached me to tell me how much they loved the color and the outfit in general. Paired with a simple white tank underneath, it was perfectly chic."

Best Plus-Size Wardrobe Essentials Brand

J.Crew Gwenyth Slip Skirt

Best Plus-Size Wardrobe Essentials Brand

J.Crew Gwenyth Slip Skirt

Now 40% Off

Credit: J.Crew

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Best Plus-Size Knitwear Brand

La Ligne

Best Plus-Size Knitwear Brand

La Ligne

About the brand: There's nowhere better than La Ligne to find classic sweaters in every cut and color. The brand is especially beloved among Bazaar editors for its numerous takes on the classic stripe.

Size range: XS–3XL

Price range: $$

Best Plus-Size Knitwear Brand

La Ligne Mini Marina Sweater

Best Plus-Size Knitwear Brand

La Ligne Mini Marina Sweater

Best Plus-Size Workwear Brand

Tanya Taylor

Best Plus-Size Workwear Brand

Tanya Taylor

About the brand: Tanya Taylor has spent the past decade perfecting the daytime dress. While many shoppers know her for the Blair, a flutter-sleeved wrap found in a range of handpainted hues, shoppers should get acquainted with her label's more structured workwear pieces. From a shirt dress cinched with a silver pin to leather maxi skirt, the designer has cracked the code on items that imbue 9-to-5 classics with a sense of personality.

Size range: 00–22

Price range: $$$

What reviewers are saying: "[Dresses are] beautiful in the picture, but even more so in person. Ordered it on a whim and I'm so glad I did. It could easily be worn with heels to a wedding, flats to work, or sneakers for a backyard party. Very versatile, easy, and feminine."

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Best Plus-Size Workwear Brand

Tanya Taylor Hudson Skirt

Best Plus-Size Workwear Brand

Tanya Taylor Hudson Skirt

Best Store for Vintage-Inspired Clothing

Rixo

Best Store for Vintage-Inspired Clothing

Rixo Credit: Rixo

About the brand: London-based Rixo is known for hand-painted prints and 1940s-inspired shapes. Even when you're wearing its most casual pieces, like a tailored linen waistcoat or a floral jacquard midi dress, you'll feel refined.

Size range: 2–20

Price range: $$–$$$

What reviewers are saying: "Beautiful dress, looked just like photograph on website if not better. Received many compliments."

Best Store for Vintage-Inspired Clothing

Rixo Rosheen

Best Store for Vintage-Inspired Clothing

Rixo Rosheen Credit: Rixo

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Best Plus-Size Activewear Brand

Girlfriend Collective

Best Plus-Size Activewear Brand

Girlfriend Collective Credit: Girlfriend Collective

About the brand: Whichever way you prefer to move, you'll find your best activewear at Girlfriend Collective. The label's soft-yet-compressive fabrics wick away moisture and feel comfortable enough to wear all day. Longtime fans are obsessed with its exercise dresses, seen here, and its leggings (with pockets!).

Size range: XXS–6XL

Price range: $

What reviewers are saying: "High quality, true to size."

Best Plus-Size Activewear Brand

Girlfriend Collective Citrine Compressive Pocket Legging

Best Plus-Size Activewear Brand

Girlfriend Collective Citrine Compressive Pocket Legging Credit: Girlfriend Collective

Best Store for Plus-Size Summer Clothes

Anthropologie

Best Store for Plus-Size Summer Clothes

Anthropologie Credit: Anthropologie

About the brand: The whimsical, slightly bohemian energy of Anthropologie's best pieces finally come in extended sizes. This is a range filled with tiered eyelet dresses, colorful cropped pants, and flowy tops fit for summer.

Size range: 1X–3X

Price range: $–$$

What reviewers are saying: "Well made and fits amazing."

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Best Store for Plus-Size Summer Clothes

Maeve Colette Cropped Pants

Best Store for Plus-Size Summer Clothes

Maeve Colette Cropped Pants

Best Store for Plus-Size Denim

Good American

Best Store for Plus-Size Denim

Good American Credit: Good American

About the brand: Good American's hero product is its made-for-you denim that fit like a glove in high-stretch, medium-stretch, and no-stretch. The brand's swim and ready-to-wear essentials deserve a moment in the sun, too.

Size range: 0–26

Price range: $–$$

What reviewers are saying: "Fits great, I'm a mom and l want to feel comfortable and also cool! Great details on the jeans and very flattering."

Best Store for Plus-Size Denim

Good American Good Waist Palazzo Jeans

Best Store for Plus-Size Denim

Good American Good Waist Palazzo Jeans Credit: Good American

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Best Store for Plus-Size Dresses

Reformation

Best Store for Plus-Size Dresses

Reformation Credit: Reformation

About the brand: You already know that Reformation works hard to reduce its environmental impact while designing a range of vintage-inspired dresses, bags, and shoes. You may not know that its linen midis and wedding guest maxis go up to a size 24. For summer, the label is full of bright florals and breathable fabrics fit for a trip to Tuscany; when the weather cools down, its velvet and knit dresses can't be missed.

Size range: 14–24

Price range: $$

Best Store for Plus-Size Dresses

Reformation Lacey Dress Es

Best Store for Plus-Size Dresses

Reformation Lacey Dress Es Credit: Reformation

Fashion Commerce Editor

Halie LeSavage is the fashion commerce editor at Harper's BAZAAR. Her style reporting covers everything from reviewing the best designer products to profiling emerging brands and designers. Previously, she was the founding retail writer at Morning Brew and a fashion associate at Glamour.


The Best Plus-Size Clothing Brands For Women, According To Fashion Experts

After decades of being underrepresented in fashion, finding the best plus-size clothing isn't as tricky as it once was. The plus-size apparel market is thriving; according to Statista, it's worth an estimated $24 billion. With this explosion of demand comes more options, obviously, which means shopping for plus-size fashion is no longer limiting. Instead, everyone from retail giants like Nike to fashion-forward labels like Reformation have embraced more inclusive sizing. The issue now is not so much a lack of options, but finding the very best places to shop for plus-size clothing in what's become a very crowded market.

Reformation is one of our expert's favorite places to shop for plus-size dresses and day-to-night ... [+] pieces.

ILLUSTRATION: FORBES / PHOTO: RETAILERS

As a plus-size fashion influencer, Katrina Nichole knows the market well. "I have been a lover of all things fashion since I was a little girl, and have lived in a bigger body my entire life," she says. "My number one priority when I am shopping is finding clothes that actually fit my ultra-curvy body well and look stylish." Fashion influencer Bonnie Wyrick has a similar point of view. She specializes in the mid-size market (sizes 12 through 16), which she defines as "the space between straight sizes and plus." It's category that speaks to "a quickly growing and highly engaging community who, until recently, didn't feel represented in the fashion or social space."

Here, Nichole, Wyrick, and a few other experts share their go-to retailers and the fashion labels they like best, so you can shop and bookmark them. And for more inspiration, check out our guides to the best plus-size leggings and plus-size bras.

GOOD AMERICAN

Always Fits Good Legs Jeans

Sizes: 00-24Average price point: $99-$175

"Good American is one of my favorite places to shop for any kind of plus-size pieces, especially for jeans," says Nichole. "They come in so many different fits based on your body type and size, and they are one of the few places that create trendy jeans for all sizes. Right now, I am in love with their Good '90s jeans, and their Always Fits jeans are perfection for those who fluctuate in size since there's built-in stretch." 

Pros: 

  • Multiple styles for all body types 
  • Jeans have built in stretch, so they fit comfortably even if you are in between sizes 
  • Cons: 

  • Jeans are on the pricey side 
  • Sizes: 14W–28W and 1X–4XAverage price Point: $98-$148

    "Madewell has invested in being more size-inclusive with a large collection of petite, curvy and plus styles," says Wyrick. "Their curvy collection caters to body types who need a couple extra inches in their hips and thighs but don't want that dreadful waist gap. The line is contemporary and the quality is on point with more high end, buttery fabrications."

    Pros: 

  • Wide range of sizes and variety of lengths, such as petite, standard and tall
  • Curvy collection specifically caters to underrepresented body types 
  • Cons: 

  • Many popular size sizes sell out quickly 
  • forbes.ComMadewell Promo Codes30% Off In May 2023Forbes

    Nordstrom

    Reformation Mara Dress

    Sizes: 0-24Average price point: $128-$328

    "Reformation is a sustainable brand that makes some of the most stunning dresses for upscale and formal events. I fell in love with their Michaela dress so much that I actually hiked with it up to the top of the Arches in Moab just to take photos in it," says Nichole. "They have great basics as well, such as skirts, pants and tops."

    Pros: 

  • Dresses are available in multiple colors and prints 
  • Silhouettes work well for formal events like weddings 
  • Cons: 

  • Not every dress style is offered in extended sizing 
  • Sizes: 0-16Average price point: $70-$100

    "One of my favorite things to say is 'show up and show off' because style isn't a size and I truly believe everyone can wear what they want and should have accessibility to do so," says Wyrick. "Want to wear a crop top? Do it. Nervous to wear a tank? Bare those arms. Brands like Showpo make affordable, trendy clothing in sizes 0-18 and can help make that happen. Each item of clothing is often shown on two different body types, to give you a better idea of what it may look like on you."

    Pros: 

  • Styles are shown on a variety of body types 
  • The brand carries many on-trend looks not found in the plus market 
  • Cons: 

  • If you were looking for larger sizes, the range only goes up to 16
  • ELOQUII

    Eloquii Sweetheart Cropped Blouse

    Sizes: 14-28Average price point: $50-$170

    "Eloquii is a staple store in the plus-size community," says professional stylist and personal shopper McKenzie Crouch. Outside of its wide selection, "it's hip, it's modern, and it has a little bit of everything for every style. Not to mention, the price point and quality is really incredible." 

    Pros: 

  • Wide selection of options available 
  • Many pieces tend to go on sale 
  • Cons: 

  • Popular styles can sell out quickly 
  • Sizes: 12-26Price Point: $24-$135

    Finding modern tops in plus or extended sizing can be especially difficult. Crouch recommends Asos Curve for stylish additions to your wardrobe. "If you are looking for affordable trendy styles, Asos curve has some of the best discounted pieces," Crouch says. "They also have the edgy looks that you want for a vacation or fun event." 

    Pros: 

  • On-trend pieces are available at a reasonable price
  • A wide variety of options are available
  • Cons: 

  • Larger sizes tend to sell out quickly 
  • MOST POPULAR

    Sizes: 12-24Average price point: $150-$2,500

    11 Honoré, which is now available at Dia and Co, has luxury and quality pieces for mid-size and plus-size figures. "It's nice to shop for luxury plus-size pieces in one space; I don't have to guess if the brands offer my size," say Raena Loper, an editor at Forbes Vetted. Dozens of luxury designer styles are available, from Tanya Taylor to Minnie Rose to Ganni. 11 Honoré also has its own collection with similar luxury styles at a slightly lower price point. 

    Pros

  • Great selection of designers and styles
  • High quality fabrics that last
  • Cons: 

  • Some pieces can be on the pricey side
  • Revolve

    Le Ore Andria Legging

    Sizes: 3XS-3XLAverage price point: $45-$255

    Nichole finds it hard to choose a favorite among plus-size activewear brands. "Choosing just one brand when it comes to fitness and workout clothing is hard for me since I like so many," she says. "The site that I am currently obsessing over is Bandier. They offer an array of athletic brands, and their selection of colors, patterns and trends are so unique when it comes to the world of plus-size fashion."

    Pros: 

  • This site offers a variety of brands, so there is an abundance of options 
  • Bandier carries trendy silhouettes and styles from activewear to lounge wear 
  • Cons: 

  • Not every brand on the site offers plus or extended sizing 
  • Sizes: 32A-42DD; XXXS-3XAverage price point: $60-$138 

    "J.Crew's bikinis are my favorite for full coverage, and they have lots of family-friendly one-pieces as well," says Nichole. "If you are looking for bikinis and one-pieces for vacation and sultry getaways, I would also recommend a peek at Good American's swimsuits."

    Pros: 

  • Many tops are sized like bras, so you can get the most exact fit 
  • Wide variety of styles for different body types
  • Styles frequently go on sale 
  • Cons: 

  • Some of the larger sizes sell out quickly
  • Sizes: 0-26Average price point: $65-$125

    "Just because you may a little belly, doesn't mean you have to rock an outdated tankini," says Wyrick. "We want our curves to be supported yet also want to feel snatched, too. Summersalt swimwear is offers slight compression, is made from sustainable materials and provides designer quality, all for under $100. I've done my time with cheaper swimwear brands in the past and they just don't compare to the quality and fit of this one."

    Pros: 

  • Compression fabrics hold everything in 
  • Swimwear made from sustainable materials
  • On-trend styles
  • Cons: 

    Save X Fenty

    Savage X Fenty Going Platinum Long Robe

    Sizes: XS-4XLAverage price point: $15-$100

    "I feel cozy yet luxurious in my Savage X Fenty robes," says Loper. The brand offers loungewear, sleepwear, lingerie and more, "I've purchased so many items over the years, I look forward to using my $50 credit each month with my VIP rewards." As a subscriber or VIP, members pay a monthly fee, which goes toward new purchases, and you also get special deals and promotions.

    Pros

  • Reasonable price points
  • Diverse and fashion-forward styles
  • Cons: 

  • You have to pay a monthly subscription for discounts
  • Sizes: 4XS-4XLAverage price point: $46-$188

    "Universal Standard is an amazing brand to shop for basics and they are one of the most inclusive brands on the market with clothing that goes up to a size 40," says Nichole. "I'd also recommend Target for wardrobe basics with solid quality at a great price point. I've worked with them on sponsorships and some of the in-house brands I like best are Ava & Viv and Universal Thread."

    Pros: 

  • Styles on a variety of fit models
  • High quality items that are reasonably priced 
  • Cons: 

  • Larger sizes frequently sell out 
  • Sizes: 00-26Average price point: $44-$129

    "In my twenties, I struggled finding a pair of dress pants that also made me feel confident. They always gapped or pulled across my hips, or bunched when I sat down," says Wyrick. "Slacks tend to be more of an investment, so it was hard to make a purchase that I didn't feel good in. Athleta has a variety of pants that take you to from work to happy hour, from workouts to brunch, in sizes from 00-26." The look and fit, she says, "is chic comfort in one."

    Pros: 

  • Work-wear is comfortable and stylish 
  • Wide variety of looks for every fashion aesthetic
  • Cons: 

  • Some pieces are expensive
  • Editor's Pick

    GIA/irl

    Gia/irl Alaia Top

    Sizes: 10-28Average price point: $84-$164

    Created by plus-size model Gia Sinatra, the newly launched mid-size to plus-size range offers stylish formal wear, including two-piece sets and dresses that you can wear day or night. "I always reach for my GIA/irl pieces whenever I have a special event—they make an elegant statement," says Loper.

    Pros

  • Available for mid-size and plus-size figures
  • Unique styles
  • Cons: 

  • Some pieces are expensive
  • What To Consider For The Best Mid- And Plus-Size Clothing

    Material: The best advice for any type of garment is to look for high-quality fabrics that will last. Cotton and denim hold up well and come in a variety of weights and weaves for different levels of breathability. If you'd like pieces with a bit more stretch, consider lyrca, a synthetic fabric with elastane. For durability, polyester has incredibly strong fibers and helps create structure to retain the shape of your garments.

    Fit: The best way to optimize the fit of your garment is to know your measurements, says professional stylist McKenzie Crouch. "Definitely keep a tape measure around for online purchases," she says. But, she adds, it's sometimes more important to focus on the fit of the item. "Many women, regardless of size, get caught up in the numerical size of a garment and won't even consider a style if it requires them to go up in size," she says. "I always encourage women to improve the fit regardless of the number."

    Return Policy: Mid- or plus-sizes at one brand can vary greatly among brands. A size 20 in one store may fit you perfectly, but it may be too tight in another one. With this in mind, it's always a good idea to confirm the return policy before you click to buy.

    Frequently Asked Questions About Mid- And Plus-Size Clothing What is the difference between mid-size and plus-size clothing?

    Mid-size labels are relatively new, but Crouch categorizes "mid-size" as sizes between 10-16. For plus-size clothing, most brands categorize sizes 18-24 or 1X-6X.

    Which brand is good for plus-size?

    All plus-size and mid-size bodies are different—like with any clothing store, sizes vary from place to place. Shopping with brands that carry two sizes smaller and larger than your standard size is best, just in case you have to size up or down. That said, sizing up and down will only sometimes be an option—when you can't, look for items that have some stretch, this allows you to have more wiggle room when it comes to finding the right size for you.

    What's flattering for plus-size and mid-size women?

    The term flattering can be associated with attempting to look smaller, so wear what makes you feel good on the inside and out, not what makes you look like something or someone else. Search for pieces that make you feel comfortable and confident; you will look and feel the same way.

    Do luxury brands make plus-size clothing?

    Yes, several luxury brands make plus-size clothing. One retailer offering a mix of plus-size luxury designers is 11 Honoré, which is featured above, and includes pieces from Roland Mouret, Baacal and Tanya Taylor. Another luxury brand is Henning, which specializes in elevated closet staples like soft cashmere sweaters and heavyweight leather jackets. Unfortunately, the large majority of European luxury brands don't offer sizes above 46, which is equivalent to a US size 14.

    What are the hardest items to find in extended sizing?

    Crouch has found while working with plus-size clients and listening to their shopping challenges, the biggest issue is having access to stylish clothing. Many plus-size brands offer basics or staples, but on-trend options are much more difficult to get your hands on. "Additionally, many brands don't keep plus-size options in store for easy try on," Crouch explains.

    More Size-Inclusive Clothing Brands For Women
  • Anthropologie: For basics, evening attire, or wedding guest dresses, Anthropologie offers a mix of staples at moderate prices, available in sizes up to 3XL.
  • Fashion To Figure: For those who like to be on the latest trends, Fashion To Figure offers styles for sizes XL to 4XL and is constantly adding unique items to the mix, from maxi dresses to printed blazers.
  • Girlfriend Collective: This sustainably-minded brand has sizes that extend up to 6XL and emphasizes recycled materials in their line of basics that include sweatpants, tops and tees, leggings, lingerie and swimsuits.
  • Mango: With sizing up to 4XL, UK-based brand Mango has fashion-forward core essentials, including trench coats, motorcycle jackets and more.
  • Nike: For sports apparel and athleisure in inclusive sizes, Nike is a favorite among fitness and fashion influencers, especially for leggings and sports bras.
  • Nina Parker Collection: Media journalist Nina Parker collaborated with Macy's to create eye-catching pieces for the plus-size community. She offers a mix of brights and neutrals with a combination of silhouettes for different shapes and figures, available in sizes 1XL to 4XL.
  • Parade: You'll find mid-size and plus-size lingerie, undergarments and loungewear here, that help women not only look good but feel good. Also great: This brand actively donates to support women's reproductive rights.
  • Torrid: Torrid is a pioneer in the plus-size community for plus-size and mid-size staples with a mix of trend-driven pieces. They are known for their size-inclusive jeans, bras, tops and other basics. They also provide wide calf and extended shoes, from knee-length boots to sneakers.
  • Wray NYC: This environmentally-conscious brand has extended sizes up to 6XL and focuses on classic designs that you can wear over and over, and won't tire of easily.
  • Amour781: This company was founded to offer quality designer clothes to a plus-size clientele. You can find brands like NYDJ, Good American and more, all in one place.
  • Henning: Plus-size brand Henning has luxury pieces for almost any occasion. You can find chic closet staples, including structured blazers, cozy cashmere loungewear or simple t-shirts, with sizes ranging from 1XL to 4XL.
  • Tamara Malas: Founded in 2018, Tamara Malas offers fun and colorful styles up to size 36, including dresses, outerwear and more. The sustainably-minded brand partnered with Greenspark to plant a tree for every order placed on their site.
  • forbes.ComNordstrom Rack Coupons20% Off In May 2023Forbes

    FullBeauty Brands Acquires Cuup, Joining Eloquii In Its Portfolio Of Size-Inclusive Brands

    Group of females with different body size standing on white background and laughing. Multi-ethnic ... [+] women in white t-shirt and blue jeans hugging each other.

    getty

    FullBeauty Brands, a champion of size-inclusive fashion with over 100 brands, just announced the acquisition of intimates brand Cuup. This comes on the heels of adding Eloquii to its brand portfolio in April. FullBeauty didn't disclose the amount of either acquisition.

    Digital-native Cuup was founded in 2017, and its claim to fame was offering an extended range of size-inclusive bras and panties fitted to real women.

    Now with a range of 53 sizes from bandwidths 30 to 58 and cups from A to O, it solved customers' paradox of choice problem by simplifying her style choices to five basic bra designs and four panties in natural skin colorways. It also offers swimwear with the same simplified approach in selected one-piece and two-piece mix-and-match ranges.

    Cuup became an overnight sensation after Kendall Jenner posted a selfie wearing a Cuup balconette bra, helping to build its Instagram loyal following to 235k. And in March, it was picked up by Bloomingdale's online and featured in its NYC flagship 59th Street store, where the brand's "Fit Therapists" provide personal fittings and a little body-positivity counseling on the side.

    "We are thrilled to welcome Cuup and the Cuup team to FullBeauty Brands' family, as we continue to grow as the leading destination for great fitting, quality, on-trend and size-inclusive apparel," said CEO Jim Fogarty in a statement.

    "As an innovative, high-growth brand seeking to disrupt the intimates category, Cuup enables us to further tap into the growing intimates addressable market, extends our reach among a new demographic of customers and expands our offerings to our existing customers," he continued, sharing in a followup interview, FullBeauty's customer base now totals about 5 million.

    Over The Years

    Fogarty is fairly new to FullBeauty, having joined as CEO in June 2019 after the company's owners, Apax Partners and Charlesbank Capital Partners, filed for bankruptcy in February 2019 only to emerge 24 hours later restructured and short $900 million in debt.

    But his bona fides in the fashion business are solid, including the plus-size market, having served as CFO for Warnaco and Levi Strauss, followed by CEO of Charming Shoppes, the home of plus-sized Lane Bryant and Catherines brands, and Orchard Brands.

    FullBeauty traces its history to 1901 and has always served plus-sized women's needs, being part of Lane Bryant in its early days and operating its spinoff mail-order business after The Limited bought it.

    It became FullBeauty Brands in 2015 with Roaman's, Jessica London, OneStop Plus, Swimsuits for All and Kingsize for men in its portfolio. Since then, it acquired Ellos and Catherines from Ascena Retail Group for $41 million, which held on to Ann Taylor, Loft and Lane Bryant.

    He added, "We're always looking to find something that's going to build us, back us up and fill in the pieces."

    Reaching Across Demographics

    Eloquii was a welcome addition to FullBeauty, giving it a foothold into the younger plus-sized women's market and now with Cuup, it expands its demographic reach further.

    "All of our brands were founded by women to serve an underserved market," Fogarty said. "But our traditional portfolio was geared more toward Boomers. We were looking to do better with the GenZ and Millennial customers. I'd say our classic business is the Facebook generation, and now we are moving to the Instagram and TikTok customer."

    To meet these two distinct customer demographics, FullBeauty is taking a digital-mall approach, where one digital-mall platform will give its traditional customers the ability to buy across all their brands. The other digital mall will aim toward the younger consumer, who will have full access to more youthfully vibrant styles, including Eloquii, Swimsuits for All and June + Vie, the company's private label brand. Cuup will join the mix later this year.

    Despite its emphasis on DTC retail, wholesale into brick-and-mortar isn't off the table, and Fogarty noted back in his Levi Straus days that was the "whole game."

    Currently, FullBeauty has a relationship with Nordstrom through Eloquii and a foothold in Bloomingdale's with Cuup. In addition, it sells to QVC QVCA , Amazon and its brands are represented on Walmart's WMT and Target's TGT marketplaces.

    "We are not cloistered to only sell on our digital malls," he said. "We want to be where our customers shop, and our presence in other places brings us incremental customers we didn't have before."

    And he also noted that Eloquii had success with popup shops in various markets to introduce new customers to the brand and a return to that approach is a strong possibility.

    "The Eloquii team has a passion for that. We're still working through it, but we think it is a smart idea," he added.

    Big Opportunity

    Today, FullBeauty Brands brings in about $1 billion in revenues, making it a big player in a global market estimated by Statista to reach $288 billion this year and grow to $500 billion over the next decade. Moreover, the plus-size market is expected to grow three times faster than the broader women's apparel market.

    FullBeauty is meeting a critical need in the fashion market, since the average American woman now wears between a misses size 16–18, corresponding to a women's plus size 20W, according to a study published in the International Journal of Fashion DesignTechnology and Education.

    But more than a need, FullBeauty satisfies a want – every woman wants and deserves to feel beautiful and well-dressed, no matter her size.

    And it found its niche in a market that has challenged many other fashion brands. "Going from straight sizes to plus sizes is really hard to pull off, then add petite, medium and long, and it's more complicated," he explained.

    Trying to feature all sizes on one clothing rack gets unwieldy, and neither the straight-sized customers or the plus-sized ones are happy having to cycle through so many choices to find something that fits.

    Sourcing plus sizes is a challenge too, since factories may not have larger cutting tables to accommodate extended sizing. And then making the right calls on which sizes to stock adds another complication for retailers.

    "Thankfully, it's a difficult problem for traditional fashion retailers to pull off successfully. But we know this customer and have a long history fitting her and serving her. That is our competitive moat."








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