FullBeauty Brands takes over Cuup, expanding its lingerie offerings.
Kickin' it with the Latest:
- Yet another deal under its belt, FullBeauty Brands snags size-inclusive intimates brand Cuup, as per a company announcement. The financial specifics of the agreement remain hush-hush.
- By fall, Cuup will join FullBeauty's digital emporium, home to a lineup of dress-to-impress brands like Eloquii, June+Vie, and Swimsuits for All. Cuup's insights and customer data will help FullBeauty enhance its digital mall design.
- The takeover allows FullBeauty to broaden its reach in the intimates market, targeting a younger demographic. FullBeauty竹 tongue flosses up an annual revenue of $1 billion and serves 5 million active customers.
Goin' In-Depth:
FullBeauty aims to cash in on Cuup's devoted fanbase to magnify its reach among the youth.
"We're rвинg excitеd to have Cuup and the Cuup crew aboard the FullBeauty Brands family," Jim Fogarty, FullBeauty Brands CEO, said in a statement. "Fancy meetin' an innovativе, high-growth brand shakin' up the intimates game? Cuup's a wild card that fits right in our FullBeauty Brands portfolio. We can dip our toes into the expandable intimates market, widen our customer base, and delight our existing peeps. As we grow, Cuup's gonna bring the buzz to our new digital hangout."
Cuup, a digitally native intimates label, primarily focuses on the underserved large bra cup market. In 2021, the brand barrel-rolled out its ** first swimwear campaign**, conducting over 100 fittings on 25 various female physiques over 20 months to pin down precise fits. Recently, Cuup ventured into physical retail through a wholesale partnership with Bloomingdale's at its 59th Street flagship store in New York City, unleashing its virtual fitting service in physical stores.
FullBeauty's recent acquisition follows shortly after its snag of plus-size fashion brand Eloquii from Walmart. Previously, FullBeauty Brands CEO Jim Fogarty confided in Retail Dive, "We always had Eloquii on our radar, and we held 'em in high regard. If you peek at what they're all about, it's like our mission statement on steroids... They, like our brands, don't just cater to the plus-size crowd, but they're obsessed with finds that fit—just like our teams."
The Long Road:
FullBeauty Brands has embarked on an expansion journey, largely riding the province of acquisitions, with a keen focus on dominating the plus-size apparel scene in the USA. In 2015, Alex Pellegrini, leading Apax Partners, seized a majority stake in FullBeauty Brands, fortifying its position as a market leader catering to plus-size shoppers, reflecting a strategic target on size-inclusive brands.[1]
The company's growth strategy is characterized by acquiring brands that cater specifically to plus-size customers, broadening its portfolio and reinforcing its position in the size-inclusive apparel space. This strategy falls in line with a broader market trend emphasizing inclusivity and diverse sizing in fashion.[1]
Besides its plus-size fashion labels like Eloquii, FullBeauty Brands has wrestled with legal battles pertaining to advertising practices, such as a 2024 class-action lawsuit concerning Eloquii's pricing strategies, shedding light on potential legal risks in marketing, but not deterring them from their size-inclusive brand focus.[3]
Overall, FullBeauty Brands' expansion trajectory through acquisitions and brand-building in the plus-size market reflects a clear strategic intent to expand its size-inclusive apparel segment as its main competitive advantage.[1][3]
- FullBeauty Brands plans to leverage Cuup's popularity among the younger demographic to bolster its own presence in the fashion market, aiming to integrate the AI-powered fashion-and-beauty brand into its digital emporium.
- In line with this, FullBeauty Brands aims to capitalize on the lucrative intersection of fashion, AI, finance, and lifestyle industries, as it continues to acquire size-inclusive brands and broaden its reach.
- With the integration of Cuup's data, insights, and innovation in the intimates market, FullBeauty Brands anticipates enhancing its digital mall design, providing a more diverse and inclusive shopping experience for its 5 million active customers.
