FullBeautyBrands Acquires Cuup, a Digitally Native and Dimension-inclusive Intimates Model

FullBeauty Manufacturers, whose manufacturers embrace Catherines, OneStopPlus, SwimsuitsForAll, Eloquii and Jessica London, has added one other size-inclusive model to the combo: It has acquired Cuup, a U.S.-based digitally native intimates model.

FullBeauty declined to reveal the acquisition value.

Cuup, which was based in 2017, manufactures intimates that intensify customers’ pure type and has a particular give attention to the underserved giant bra-cup market.

Kearnon O’Molony, cofounder and chief govt officer of Cuup, might be leaving the corporate, however the remainder of the management staff is staying on. Earlier than beginning Cuup, O’Molony was managing director in Blackstone’s personal fairness group. He’s additionally the founder and accomplice of Protea, which invests in a targeted portfolio of small- to midsize disruptive shopper manufacturers. O’Molony declined to remark.

After build up its direct-to-consumer enterprise, Cuup revealed in March that it opened its first wholesale account, Bloomingdale’s, launching merchandise nationwide on-line and in-store on the 59th Avenue flagship. Cuup additionally gives a digital becoming service.

As a part of the partnership, Bloomingdales.com carries 17 kinds from Cuup’s assortment of signature unlined bras, underwear vary and Cuup Swim, out there in 53 sizes. Bloomingdale’s 59th Avenue is carrying an identical collection of 15 kinds out there in 53 sizes.

The Cuup acquisition comes on the heels of FullBeauty’s acquisition of Eloquii Inc., the digitally native plus-size style model, from Walmart final April.

With the rising intimates market — $13 billion and rising within the U.S. and $45 billion globally — the deal is the newest as a part of FullBeauty’s plan to increase its buyer base, attain new demographics and add acknowledged size-inclusive attire manufacturers to its digital mall, which is its personal multibrand e-commerce web site, and can function merchandise from Eloquii, June+Vie and SwimsuitsForAll as of this fall.

“We’re thrilled to welcome Cuup and the Cuup staff to the Full Magnificence Manufacturers household, as we proceed to develop the main vacation spot for great-fitting, high quality, on-trend, size-inclusive attire,” mentioned Jim Fogarty, FullBeauty Manufacturers chief govt officer. “As an modern, high-growth model seeing to disrupt the intimates class, Cuup is an thrilling addition to the FullBeauty Manufacturers portfolio. Cuup permits us to additional faucet into the rising intimates addressable market, extends our attain amongst a brand new demographic of consumers, and expands our choices to our present prospects. As we glance to scale and develop, Cuup will deliver pleasure to our new digital mall. We sit up for leveraging our platform to raise the model to the following degree.”

Whereas Cuup is dedicated to offering high-quality, trendy and purposeful intimates attire throughout 53 sizes, its aggressive benefit is in supporting giant cup sizes. The corporate has a robust digital following with greater than 235,000 followers on Instagram and a rising TikTok neighborhood.

“We see such super potential for each manufacturers with this partnership,” mentioned Julie Carnevale, model chief at Eloquii and head of Full Magnificence’s new digital mall. “Cuup sits on the intersection of favor and performance, and the extent of join that the model has with its prospects will enable us to uncover significant knowledge and perception that may inform how we proceed designing our new digital mall. The Eloquii staff can also be happy to welcome the Cuup staff to the household.”

FullBeauty Manufacturers’ roster presents a breadth of sizing with attire from 12W to 44W, bras, in bands from 30 to 58 and cups from A to O, and footwear in medium, vast and wide-wide, and extra. The most recent acquisition will enable FullBeauty Model to additional increase its presence within the $81 billion ladies’s plus-size sector within the U.S., which is rising 3 times sooner than the broader ladies’s attire market, in accordance with the corporate.