The Avenue acquisition is FullBeauty’s fourth in just over a year as it continues to grow its next-generation and size-inclusive brand range. Credit: Business Wire.

The acquisition will see Avenue’s brands, including Avenue, Aveleisure, Cloudwalkers, Zim Zoe, Loralette, Avenue Studio, Aveology and Avenue Body, being integrated into FullBeauty’s offering.

Avenue’s target audience is value-conscious plus-size women aged 25 to 55 so the acquisition will expand FullBeauty’s traditional plus-size offerings and market reach..

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After closing its 220+ physical stores in 2019, Avenue has continued operating an ecommerce business through Avenue.com and other websites.

“We are excited to welcome Avenue to the FullBeauty Brands family, which we believe will further our leading position in size-inclusive fashion as the one-stop destination for great fitting, quality, on-trend, size-inclusive apparel,” said Jim Fogarty, FullBeauty Brands CEO.

“Avenue is a unique opportunity for us to expand our offerings to our classic digital mall customers. Avenue is a well-known plus-size brand with solid, unaided awareness amongst our boomer demographic and we hope to follow our Catherine’s playbook with this Avenue acquisition.”

FullBeauty successfully executed a similar playbook after acquiring plus-size brand Catherines in 2020, transitioning it from a legacy retail chain into a solid ecommerce brand. The company aims to replicate that strategy with Avenue while investing in a dedicated brand team.

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The Avenue acquisition is FullBeauty’s fourth in just over a year as it continues to grow its next-generation and size-inclusive brand range. Recent purchases include the Dia fashion marketplace, intimates disruptor Cuup, and digitally-native Eloquii.