Walmart plans to buy a direct-to-consumer plus-size brand. STAFF PHOTO HOLLY SHIVELY

Walmart to buy plus apparel brand

In another move to expand into direct-to-customer brands, Walmart has announced it will acquire plus apparel brand Eloquii.

Primarily e-commerce retailer Eloquii has five locations in five states, the closest being in Detroit and Chicago. It also had a limited-time pop-up shop in Columbus, according to the company’s website.

The brand offers clothing sizes 14 and up with a focus on the $21 billion women’s plus-size market. The deal for an undisclosed amount is expected to close later this quarter, according to a press release.

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“This is a segment of the market that has been historically underserved and neglected. We believe she deserves better,” said Andy Dunn, senior vice president of Digital Consumer Brands. “Today we stand in solidarity with her by acquiring a brand whose sole focus is to exceed her expectations.”

Eloquii originally formed in 2011 as part of The Limited, but re-launched in 2014 as an independent direct-to-consumer brand. More than half of U.S. women between 18 and 65 years old now wear plus-sized clothing.

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