Walmart to acquire Eloquii apparel brand

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Walmart to acquire Eloquii apparel brand
BENTONVILLE, Ark. — Walmart is buying the online apparel brand Eloquii, which specializes in plus size clothing. Terms of the deal, expected to close later this quarter, were not disclosed.

“Known for its trend-driven, fashion-focused assortment, Eloquii is all about great-fitting and great-looking apparel specifically designed for women size 14 and up,” Andy Dunn, senior vice president of digital consumer brands for Walmart U.S. eCommerce, said in a blog post announcing the deal on Tuesday.

Dunn noted that more than half of U.S. women age 18 to 65 wear size 14 or higher. Plus-size women’s apparel is a $21 billion market and represents one of the fastest growing segments in women’s apparel. But consumers in this segment have traditionally been under served, with a lack of good fitting and stylish options.

“Addressing customers’ vocal requests for fashion-forward styles is something Eloquii does incredibly well,” Dunn said.

Responding to frequent requests from customers for fashionable work wear, for example, Eloquii launched the The 9-5 Kit and, more recently, The Premier Workwear Kit.

“What makes a digital brand great is how it converts a pain point in the market into a source of delight for the customer,” Dunn said. “It means creating real connections with people, building a spirited and interactive following, and offering customers an experience they can’t get anywhere else. It means offering a broad and growing range of great products for that customer and fundamentally elevating how they are served both online and offline. Eloquii allows us to do all these things.”

Eloquii was founded in 2011 as part of The Limited and re-launched as an independent “digital native vertical brand” 2017. The company currently sells its merchandise online and at its five brick-and-mortar stores.

Following the closing of the deal, Eloquii chief executive officer Mariah Chase (along with her executive team and the company’s roughly 100 employees) will join Walmart’s U.S. e-commerce organization, reporting to Dunn. Eloquii will join a Walmart portfolio of digitally native vertical brands that includes ModCloth, Bonobos and Allswell.




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