FullBeauty Brands Acquires Eloquii from Walmart
Walmart has announced that it will sell its online plus-size apparel brand Eloquii to FullBeauty Brands, a leading company in the plus-size market. The deal is part of Walmart’s ongoing efforts to optimize its e-commerce portfolio and focus on its core online businesses.
Eloquii, which was founded in 2011 and acquired by Walmart in 2018, offers fashionable clothing for women in sizes 14 and above. The brand has a loyal customer base and a strong online presence, but it also faced competition from other players in the fast-growing plus-size sector.
FullBeauty Brands, which owns several other plus-size brands such as Woman Within, Roaman’s, Jessica London and KingSize, said that the acquisition of Eloquii will further strengthen its position in the $81 billion US plus-size market, which is growing three times faster than the broader women’s apparel market.
“We are thrilled to welcome Eloquii to the FullBeauty Brands family,” said Jim Fogarty, CEO of FullBeauty Brands. “Eloquii is a pioneer and innovator in the plus-size space, and we share a common mission of providing great fashion and fit to our customers. We look forward to leveraging our combined expertise and scale to deliver an unparalleled shopping experience for our customers.”
The financial terms of the deal were not disclosed, but Walmart said that it expects to complete the transaction by the end of the year. Walmart also said that it will continue to support Eloquii during the transition period and that it remains committed to expanding its women’s assortment in sizes 14 and above on its own platform.
Walmart has been selling some of its e-commerce properties this year as part of its strategy to streamline its online operations and focus on its core categories such as grocery, health and wellness, home and fashion. Earlier this year, Walmart sold Bonobos, a men’s clothing brand, to WHP Global and Express; and Moosejaw, an outdoor gear retailer, to Dick’s Sporting Goods.
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Walmart is the registered trademark of the retailer brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.