This strategic move comes shortly after FullBeauty’s acquisition of Eloquii, another size-inclusive fashion brand, and solidifies FullBeauty’s position as a destination for size-inclusive apparel.

By adding CUUP to its portfolio, FullBeauty aims to expand its customer base, target new demographics, and further establish its new digital mall as a hub for top-tier size-inclusive apparel brands. The digital mall, which already features on-trend brands like Eloquii, June+Vie, and Swimsuits for All, is set to welcome CUUP by Fall 2023.

The acquisition of CUUP represents a strategic move for FullBeauty Brands to tap into the rapidly growing intimates market, which is currently valued at $13bn in the US and $45bn globally.

Jim Fogarty, CEO of FullBeauty Brands said: “CUUP’s disruptive approach to the intimates category and its strong appeal to a new demographic make it an exciting addition to our portfolio. We look forward to leveraging our platform to elevate the brand to the next level.”

CUUP creates intimates with a focus on the underserved large bra cup market. With a sizing system encompassing 53 sizes, CUUP ensures that all consumers receive the same level of style and support, regardless of their body shape. The brand’s competitive advantage lies in catering to large cup sizes, an underserved segment of the market, which sets it apart in terms of function and style.

Julie Carnevale, the brand leader at Eloquii and head of FullBeauty’s new digital mall, expressed excitement about the partnership, emphasising that CUUP’s strong customer connection will provide valuable data and insights for shaping the digital mall’s future designs.

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