FullBeauty’s deal to buy Dia & Co. marks its third plus-size acquisition in a year.
After a 123-year history in plus-size fashion, FullBeauty Brands is moving fast and looking to learn some new tricks as it seeks to bring in younger shoppers. , which has both a size-inclusive marketplace and a styling service that uses algorithms and human stylists to recommend looks to shoppers.
Now the market fallout in direct-to-consumer brands has opened up an opportunity for FullBeauty to both expand its established business while aggressively going after younger shoppers in the $81 billion women’s plus market. Dia & Co. is also arriving at FullBeauty with a marketplace that brings together a couple hundred brands targeting younger shoppers.
FullBeauty, which has no stores of its own and a relatively small wholesale business, is proof that there are direct-to-consumer models that can work today, with a little discipline.
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