FullBeauty Brands Agrees to Acquire Eloquii From Walmart

FullBeauty Brands has agreed to acquire Eloquii from Walmart.

Eloquii, which focuses on plus-size apparel for women, will join FullBeauty Brands’ suite of fashion websites and will anchor a new digital mall focused on younger, diverse demographics, FullBeauty Brands said in a Friday (April 21) press release.

“Eloquii is a great success story with very loyal customers that will now become part of the FullBeauty family of brands,” FullBeauty CEO Jim Fogarty said in the release. “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.”

Eloquii is the third brand that Walmart acquired about five years ago to appeal to younger shoppers, in a bid to compete with Amazon, and has since sold.

The retail giant bought ModCloth and Bonobos in 2017 and Eloquii in 2018. It sold ModCloth to Go Global Retail in 2019 and sold Bonobos to Express and WHP Global April 13.

Eloquii was founded 12 years ago as a digitally-native brand offering its apparel through its website and select wholesale accounts, according to the press release.

In the years since its founding, Eloquii has focused on fast-fashion clothing for its clientele, regularly adding new styles, collections and influencer collaborations, the release said.

As PYMNTS reported in 2020, Eloquii was one of the short list of direct-to-consumer (D2C) brands that emerged in the prior half-decade or so to address the plus-size market.

These D2C brands offered either apparel addressed exclusively to plus-sized consumers or inclusive sizing ranges that top out far above the size 14 or 16, which tends to represent the top of the range at most stores.

“We’re thrilled to become part of this great company and to have found a partner that supports our vision for Eloquii,” Eloquii Co-founder and Brand Leader Julie Carnevale said in the Friday press release. “…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.”

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