Fullbeauty Brands, a brand portfolio dedicated exclusively to plus sizes, is launching Sweden’s leading online department store, Ellos, as a women’s plus-size brand in the U.S. The collection launches online today at ellos.us, and via catalogue on Aug. 22.
Ellos will feature bestselling current-season styles from Europe, as well as new fall designs. The Ellos collection will be sold in sizes 10 to 34, and will retail from $15 to $280.
Emphasizing the Swedish lifestyle and design aesthetic, the Ellos collection, which has been completely revamped and restyled for the U.S. launch, is focused on wearable, contemporary clothing with a European influence and includes tops, bottoms, dresses, outerwear, shoes and accessories.
Among the looks featured on the site are faded boyfriend jeans ($40 to $50); faux-leather moto jackets ($70 to $80); zip-front hoodies ($35 to $40), A-line T dresses ($40 to $50), and asymmetric-zip leather jackets ($259 to $279).
The market for plus-size fashion continues to grow. U.S. sales of women’s plus-size apparel increased 17 percent, to $20.4 billion, in 2016.
Michele Parsons, senior vice president and general brand manager for Ellos, told WWD, “I think it has a broad appeal. It’s effortless and still has a fashion sensibility. It’s targeting a younger, broader audience with a more modern sensibility.”
She said that some of Fullbeauty’s sister brands have purchased Ellos product before, and “it’s been wildly successful.” Parsons noted that the development of Ellos in the U.S. has been almost a year in the works.
Hans Ohlsson, chief executive officer of Ellos Group, added that he has great expectations for the launch of Ellos in the U.S. “There is a significant demand for our Scandinavian design in Europe, and this partnership allows us to seamlessly increase our presence and visibility on a national scale,” he said. The deal with Fullbeauty enables them to continue developing a wider range of products through a dedicated online destination based in the U.S.
Parsons said the catalogue will be published 10 times a year, and the brand will be advertised online with a digital campaign. It also has relationships with bloggers in place.
Fullbeauty Brands has several proprietary brands in the plus-size category, including Woman Within, Roaman’s Jessica London, Swimsuitsforall and BrylaneHome. The company was acquired by Apax Partners in 2015.
Founded in 1947, Ellos is Sweden’s leading online department store, offering fashion for women, men and children, along with home furnishings. The online site features all sizes, including plus sizes, their largest offering.
“There are a lot of future category extensions that are opportunities for the brand,” said Parsons.