Gwynnie Bee, the online plus-size subscription-based clothing rental service that caters to women sizes 10-32, will add sizes 0-8 starting Jan. 29.
Since its 2012 launch, the company has shipped more than four million boxes, established 150-plus brand partners and has more than 3,000 styles in rotation. Members pay a flat monthly subscription fee.
“Our business was built on serving the majority of women who are size 10-plus, but with the growth and popularity of the rental subscription industry and in light of our mission, we are looking forward to serving all women by removing the limitation of size,” said Jessica Dvorett, vice president of merchandising.
“The growth in our collection will be built upon our core assortment, which means our current members will not see any reductions in the number of styles available to them. These changes will allow us to serve more members, as we always have, by allowing them to experiment with fashion.”
Dvorett said they won’t carry a line unless it also comes in plus-sizes.
A few existing brands that Gwynnie Bee will offer in more sizes include Hutch, Rachel Rachel Roy, Johnny Was, Lucky Brand, Kensie, Catherine Catherine Malandrino, Vince Camuto, Karen Kane, Bobeau, Democracy, NYDJ, Kut from the Kloth, Adrianna Papell, Tahari ASL, London Times, Taylor Dresses, Eliza J, Jessica Howard, Gabby Skye, Leota and eShakti.
Dvorett explained that as they were thinking about doing this, they conducted research and found out that the majority of their customers were supportive and wanted to feel like everyone else. She said the site would continue to feature plus-size models, as they always have.
She noted the site launches new garments three times a week, adding 12 to 16 styles at a time. She said the company has been encouraging designers to enter the plus-size business, and features lines by Amanda Uprichard, Tracy Reese and Tocca on the site.
Beginning next month, Gwynnie Bee will embark on a digital and social media campaign to get the word out about the addition of smaller sizes.
At Gwynnie Bee, users can choose from a range of membership options, starting at $49 a month to rent one piece 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.