Under the terms of the purchase, Parade will retain its identity and creative vision, while making use of Ariela & Associates’ (AAi) sourcing, design, and forecasting capabilities to expand its reach both across its native US and globally.

AAi CEO and president Ariela Esquenazi commented: “Parade’s commitment to inclusive fast fashion, which doesn’t compromise on its sustainable mission, aligns seamlessly with our core principles and we believe that this union will allow us to create powerful synergies.”

Parade launched in 2019 and claims to have set a new benchmark for inclusivity and body positivity. The brand also boasts of its commitment to sustainable materials and trendsetting designs.

AAi claims to be the largest women-owned intimates company in the US and states that it is committed to creating “products that are functional, beautiful and affordable, regardless of age, size or income”.

Esquenazi continued: “We admire the extraordinary impact Parade has had in such a short time and are thrilled to bring a brand that shares our values of authenticity, inclusivity, and sustainability to the AAi portfolio.”

Parade will become a lifestyle brand within AAi’s wider portfolio, which already includes plus-size lingerie brand Curvy Couture (acquired in 2019), affordable intimate brand Smart&Sexy, and Fruit of the Loom, where AAi has held the master license in the bra category for 20 years.

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Danish fashion conglomerate Bestseller recently announced its plans to open retail stores in Denmark for its Evoked Vila brand and has set its sights on making it a globally dominant plus-size name.

Last week (7 August), British fashion retail group, AK Retail Holdings acquired plus-size clothing brand, Evans Clothing for £8m ($10m).