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FullBeauty Brands Builds a Plus-Size Fashion Powerhouse with Digital Mall

Copyright Source: Yueke Wed, May 15, 2024

PHOTO: Yueke

Over the past year, Fullbeauty Brands has been quietly expanding its plus-size fashion empire. In early 2023, the 120-year-old company owned 12 plus- and inclusive-size brands, such as Swimsuits For All and Roaman’s. Recently, it added three DTC plus-size brands: Cuup, Eloquii, and Dia & Co. These acquisitions aim to capture a younger customer base, particularly from the "TikTok generation," while maintaining their existing brands for older customers.

Fullbeauty's CMO Bob Bass mentioned that the acquisitions weren't intentionally clustered but were opportunities that arose. The company’s strategy involves creating "digital malls," where customers can shop across multiple Fullbeauty brands on a single platform, enhancing the shopping experience and increasing potential sales.

The integration has extended to Dia & Co.’s acquisitions, such as 11 Honoré, which now features on Dia’s website. Lydia Gilbert, co-founder of Dia & Co., expressed confidence in the acquisition, highlighting the growth potential from Fullbeauty's experience and resources.

Fullbeauty allows each brand to retain its creative identity while benefiting from shared resources and a unified shopping cart system. This approach aims to increase overall spending across the brands rather than limiting purchases to single brands.

Fullbeauty, owned by Apax Partners since 2015, is profitable, with nearly $1 billion in annual revenue and 5 million active customers. The company plans to continue growing through acquisitions, leveraging its extensive experience in the plus-size market to capture a larger share of the $81 billion market. Bass criticized the failed attempts of non-specialized brands like Old Navy to enter the plus-size market, emphasizing Fullbeauty's long-standing expertise.

Overall, Fullbeauty’s strategic acquisitions and digital integration position it well to lead in the plus-size fashion industry.


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