FullBeauty Brands has recently acquired plus-size fashion brand Eloquii Inc. from Walmart. The terms of the sale have not been disclosed. This acquisition will allow FullBeauty to expand its presence in the rapidly growing $81 billion women’s plus-size sector in the United States. In fact, the sector is currently growing three times faster than the overall women’s apparel market.

Eloquii, founded in 2011, is a digitally native brand that offers fashionable apparel starting at size 14 exclusively through its website and select wholesale accounts. This acquisition will position Eloquii as the anchor tenant for a new FullBeauty “digital mall,” where customers will also find SwimSuitsForAll and June+Vie. Furthermore, the online platform will continue to house the brand websites of WomanWithin, Roaman’s, Catherines, Jessica London, Ellos, KingSize, Brylane Home, and OneStopPlus.

Julie Carnevale, the co-founder and brand leader of Eloquii, expressed excitement about joining FullBeauty and how the acquisition supports Eloquii’s vision. She believes that with FullBeauty’s scale and platform, they can reach even more customers and continue providing great products and exceptional service.

FullBeauty understands the significance of serving the plus-size market, as more than half of women aged 18-65 in the U.S. wear size 14 or higher. Unfortunately, historically these customers have been underserved, with limited options for fashionable and well-fitting clothing. By acquiring Eloquii, FullBeauty aims to tap into this important demographic, utilizing its scale and platform to support Eloquii and accelerate growth.

Jim Fogarty, FullBeauty’s CEO, sees Eloquii as a success story with a strong customer base that aligns perfectly with their existing brands. He believes that FullBeauty’s approach, which includes learning from the talented Eloquii team, will be crucial in the success of this acquisition. Fogarty also highlights how their strategy was instrumental in the successful integration of Catherines and will continue to be so with Eloquii.

In addition to its regular offerings, Eloquii recently launched its debut bridal brand, ‘Bridal by Eloquii,’ in September. This showcases the brand’s commitment to meeting the diverse fashion needs of plus-size women.

With the acquisition of Eloquii, FullBeauty Brands aims to solidify its position in the plus-size fashion market and provide a wider range of fashionable and inclusive options for women of all sizes. The combination of FullBeauty’s scale and platform with Eloquii’s expertise and loyal customer base sets the stage for continued growth and success in the women’s plus-size sector.