FullBeauty Brands is quietly amassing a growing plus-size ‘digital mall’

Over the last year, Fullbeauty Brands has quietly been building a plus-size fashion empire.

In early 2023, the 120-year-old company owned 12 plus- and inclusive-size brands including Swimsuits For All and Roaman’s, which it had acquired over the decades. But in the last 12 months, it has added to its portfolio three DTC and digitally-native plus-size brands, including Cuup, the formerly Walmart-owned Eloquii and, most recently, Dia & Co. The acquisitions speak to FullBeauty’s continued growth, which reflects how brands from outside the plus-size space, like Old Navy and Walmart, are giving way to more specialized retailers.

According to FullBeauty CMO Bob Bass, the company planned to pursue acquisitions as a means of capturing a younger customer, but packing three acquisitions into one year wasn’t intentional.

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