Walmart's Direct-to-Consumer (DTC) collection has seen another departure, this time from the brand Eloquii.

Walmart's Direct-to-Consumer (DTC) collection has seen another departure, this time from the brand Eloquii.

In a strategic move, FullBeauty Brands has purchased the plus-size fashion brand Eloquii from Walmart. This acquisition, which took place as part of the apparel conglomerate Ascena's bankruptcy two years ago, marks FullBeauty's intent to consolidate and grow in the plus-size fashion market.

The women's plus fashion market in the U.S. is growing three times faster than women's apparel overall and remains an underserved market. FullBeauty CEO Jim Fogarty believes the acquisition will allow them to expand further into this lucrative market, with the purchase price of Eloquii not being disclosed, although Walmart had acquired it for a reported $100 million in 2018.

Eloquii will be the anchor tenant in a new FullBeauty digital mall, joined initially by SwimSuitsForAll and June+Vie. Julie Carnevale, Eloquii's co-founder and Brand Leader, is staying on, and Fogarty believes they will learn from Carnevale and the talented ELOQUII team.

This sale represents the latest brand to fall out of Walmart's DTC portfolio. Walmart had added Eloquii to its portfolio of digitally native vertical brands to expand its Women's assortment in sizes 14+. However, the retail giant has been unwinding a years-long e-commerce acquisition spree that started with the $3.3 billion purchase of Jet.com.

Walmart has sold several brands, including menswear brand Bonobos and outdoor brand Moosejaw, without disclosing the purchase amounts. Liza Amlani, principal and co-founder of Retail Strategy Group, hopes Walmart will fill the merchandising gap with their own private label program. Amlani also believes Walmart gaining insights from ELOQUII's success in the plus size market could be a win for the retailer.

FullBeauty themselves took a brief, 24-hour spin through bankruptcy the year before, but they have since recovered and are now poised to grow with the addition of Eloquii to their portfolio. Fogarty believes they will bring scale and platform expertise to the acquisition and integration of ELOQUII, positioning them well for success in the competitive plus-size fashion market.

1. Amidst the pandemic, FullBeauty Brands aims to leverage AI and technology to break new ground in the plus-size fashion market, with the acquisition of Eloquii serving as a foundation for their digital mall lifestyle strategy.
2. As the women's plus-size market continues to flourish, demonstrating a growth rate three times higher than women's apparel overall, FullBeauty's business strategy hinges on embracing fashion trends and maintaining a competitive edge through innovation.
3. With Eloquii's success in the plus-size market and the valuable insights it offers, FullBeauty expects to transform the way they approach lifestyle and merchandising, ultimately positioning themselves as trailblazers within this rapidly evolving landscape.

Read also: