FullBeauty Brands Completes Acquisition of Disruptive Intimates Brand, CUUP

With a growing $13B U.S. intimates market, on-trend, size-inclusive intimates brand strengthens FullBeauty’s portfolio; CUUP to join FullBeauty’s new digital mall by Fall 2023

FullBeauty Brands, a first mover in inclusive sizing, and proudly inclusive since 1901, today announced that it has acquired CUUP, a U.S.-based digitally native size-inclusive intimates brand that aims to disrupt the category by creating intimates that are made to accentuate consumers’ natural form – and bring confidence, comfort, and stylish support. CUUP also has a special focus on the underserved large bra cup market, with the style and technical expertise to deliver for this hard to fit market.

On the heels of its recent acquisition of ELOQUII, a digitally native vertical brand that offers size-inclusive fashion and on-trend apparel, FullBeauty Brands is adding CUUP to its growing portfolio of high-growth brands. CUUP’s belief that sexiness is self-defined – versus being defined by others – and its commitment to innovative design for a comfortable and functional fit, align with FullBeauty’s mission to bring size-inclusive, high-quality and stylish brands to consumers.

With the growing intimates market – $13B and growing in the U.S. and $45B globally – the deal is the latest milestone in FullBeauty’s long-term strategy of expanding its customer base, reaching new demographics, and stacking its new digital mall with top-tier size-inclusive apparel brands. FullBeauty Brands plans to add CUUP to its new digital mall – currently occupied by on-trend brands ELOQUII, June+Vie and Swimsuits for All – by Fall 2023.

“We are thrilled to welcome CUUP and the CUUP team to the FullBeauty Brands family, as we continue to grow as the leading destination for great fitting, quality, on-trend, size-inclusive apparel,” said Jim Fogarty, FullBeauty Brands CEO. “As an innovative, high-growth brand seeking to disrupt the intimates category, CUUP is an exciting addition to the FullBeauty Brands portfolio. CUUP enables us to further tap into the growing intimates addressable market, extends our reach among a new demographic of customers, and expands our offerings to our existing customers. As we look to scale and grow, CUUP will bring excitement to our new digital mall. We look forward to leveraging our platform to elevate the brand to the next level.”

CUUP has placed support at the center of its story from the start. The company made measurements on real bodies and crafted a dynamic sizing system that delivers the same style and support across 53 sizes. While the company is committed to providing high quality, stylish and functional intimates apparel across sizes, CUUP’s competitive advantage is in supporting large cup sizes. In serving this underserved market, CUUP offers a unique proposition of function and style. The company has a strong digital following, with more than 235K followers on Instagram and a growing TikTok community.

“We see such tremendous potential for both brands with this partnership,” said Julie Carnevale, brand leader at ELOQUII and head of FullBeauty’s new digital mall. “CUUP sits at the intersection of style and function, and the level of connection that the brand has with its customers will allow us to uncover meaningful data and insights that will inform how we continue designing our new digital mall. The ELOQUII team is also pleased to welcome the CUUP team to the family.”

FullBeauty is on a mission to accelerate its growth with a younger, diverse demographic. Its current digital mall will continue to house the brand websites of FullBeauty’s portfolio, while the innovative universal cart technology allows shoppers to browse and buy from all the digital mall’s brands and product lines in one seamless shopping experience and transaction.

The Company’s roster of brands offers an incredible breadth of sizing with apparel from 12W to 44W bras, in bands from 30 to 58, cups from A to O, and footwear in medium, wide and wide-wide, and more. This latest acquisition will allow FullBeauty Brands to further expand its presence in the $81B women’s plus-size sector in the United States, which is growing three times faster than the broader women’s apparel market.

About FULLBEAUTY Brands, Inc.

FULLBEAUTY Brands, Inc. is the industry leader in extended sizes and a pioneer in size inclusive fashions for plus-size women and big & tall men seeking fashion inspiration, style advice, and clothing tailored to their individual needs. Beginning in 1901 with a mission to serve the plus sized customer, the company’s mission continues over 120 years later. The FULLBEAUTY Brands family of premier fashion websites includes OneStopPlus®, the world’s first and largest online shopping destination for plus-size women, Catherines®, WomanWithin®, Jessica London®, Roaman’s®, SwimsuitsForAll®, Ellos®, Active For All®, Shoes For All®, Intimates For All®, KingSize®, Brylane Home®, June + Vie®, CurveWear®, ELOQUII®, FullBeauty® and FullBeauty Outlet®, collectively offering more than 100 individual brands.


Media Relations: 
ICR, Inc. 

Posted in: