FullBeauty Brands acquires Avenue Stores to expand size-inclusive apparel offerings

FullBeauty Brands, a pioneer in inclusive sizing, announced its acquisition of Avenue Stores from City Chic Collective Limited, an Australian publicly traded company. This move marks FullBeauty’s commitment to enhancing its market presence in the women’s plus-size sector, which is currently valued at $81 billion and growing at three times the rate of the broader women’s apparel market.

Avenue, known for its strong e-commerce platform and presence in the plus-size apparel market, will be integrated into FullBeauty’s extensive digital mall. This integration will add well-regarded brands such as Avenue, Aveleisure, and Cloudwalkers to FullBeauty’s offerings. Jim Fogarty, CEO of FullBeauty Brands, expressed enthusiasm about the acquisition, stating, “Avenue is a unique opportunity for us to expand our offerings to our classic digital mall customers.”

FullBeauty has been at the forefront of the size-inclusive movement since 1901, and this acquisition is a continuation of its strategy to serve diverse demographics. The company previously acquired Catherine’s in 2020, transforming it into a successful e-commerce brand. Fogarty highlighted the potential for a similar transformation with Avenue, noting the brand’s strong recognition among the boomer demographic.

The acquisition is FullBeauty’s fourth in just over a year, following the purchases of Dia, CUUP, and ELOQUII. These strategic moves are aimed at consolidating FullBeauty’s leadership in the size-inclusive market. The company’s innovative universal cart technology allows customers to shop across all brands in the digital mall in one seamless experience, enhancing consumer engagement and satisfaction.

The acquisition of Avenue Stores by FullBeauty Brands represents a significant strategic expansion in the size-inclusive apparel market. By integrating Avenue’s robust online presence and popular brands into its digital mall, FullBeauty is not only expanding its product offerings but also its reach and influence in the market. This strategic move is likely to enhance FullBeauty’s position as a leader in size-inclusive fashion, catering to an ever-growing demand for diverse and accessible fashion choices.