Tocca for Gwynnie Bee


Tocca, whose clothing and fragrances are sold in Nordstrom, Sephora and Barneys New York, will be adding extended sizes this fall — but they won’t be available in department stores. The 32-year-old, New York-based brand is introducing a nine-piece collection exclusively for Gwynnie Bee, the plus-size clothing rental service.

Tocca for Gwynnie Bee will range in size from 14 to 24W/1X to 3X and will be available to rent starting this week.

Gwynnie Bee is a subscription service for women sizes 10 to 32. It was founded in 2012, and became available to the public in 2014. Users can choose from a range of membership options, starting at $49 a month for one piece out at a time, which includes unlimited free shipping and exchanges. That goes up to $199 for 10 items at a time, and the most popular option is three items out at a time for $95 a month. Members can purchase any of the items they receive.

So far, Gwynnie Bee has shipped more than three million boxes and currently carries more than 3,000 styles from more than 150 brands. Users create a digital “closet” of their favorite items among the tops, bottoms and dresses through the desktop site or the mobile app.

It’s led by founder and chief executive officer Christine Hunsicker and is headquartered in Long Island City, N.Y. “Sixty percent of women in the U.S. are plus-size, and if you take size 10 and above, it’s 75 percent,” Hunsicker said last year about the underserved plus-size market. “Seventy five percent of the population spends less than 25 percent of the entire market. That’s messed up. It’s all about options, [and] you have these untapped consumers who are ready for options.”

In addition to offering exclusive styles, Gwynnie Bee has worked with other straight-size labels in the past, including Amanda Uprichard, Corey and, most recently, Rachel Antonoff and Hemant & Nandita. This is the first new launch for fall.

“We are always looking to work with new partners who will bring more options to our members and the plus size market more broadly,” said Jessica Dvorett, who is vice president of merchandising at Gwynnie Bee. “The Tocca collection is an example of our ability to combine our fit expertise with the distinctive and beautiful patterns of our brand partners.”

Having a “closet in the cloud,” so to speak, is a growing trend. Rent the Runway made its Unlimited offering available to all members in March; the monthly subscription service is $139 and lets users borrow up to three clothing or accessories items at a time, in both straight and plus sizes. It added plus sizes to its original lineup two years ago.

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