Anne Stych, Staff Writer, Bizwomen
Bridal by Eloquii features more than 50 styles, all priced at less than $900.
Walmart-owned plus-size fashion brand Eloquii has introduced a dedicated bridal business for sizes 14 to 28.
“Our customers have been searching for white dresses on Eloquii.com for years, with search results spiking right after the New Year,” said CEO Mariah Chase. “As we saw more customers wearing different Eloquii styles for their wedding day, it became clear our customers wanted a bridal line. There is a tremendous opportunity in bridal apparel, and we are well-positioned for this category expansion.”
Bridal by Eloquii features more than 50 styles, all priced at less than $900. The collection will be available for purchase exclusively at ELOQUII.com/Bridal.
The company said the assortment will include apparel that encompasses the entire wedding experience, from engagement parties and bachelorette celebrations to bridal showers, rehearsal dinners, after focus groups expressed their need for an entire wedding wardrobe, not just a dress for the big event.
After an initial launch in October, Eloquii said it plans to introduce seasonal bridal collections.
Walmart (NYSE: WMT) acquired Columbus, Ohio-based Eloquii in October 2018 for an undisclosed sum. The plus-size fashion retailer had roots in The Limited chain before becoming its own stand-alone business in 2014.
The company now has headquarters in New York City.
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