Woman Within

What Woman Within does

Woman Within is a direct-to-consumer e-commerce retailer specializing in comfortable, casual plus-size women's apparel, operating under the FullBeauty Brands, Inc. umbrella alongside a portfolio of 17 plus-size and lifestyle brands including Roaman's, Catherines, Jessica London, Ellos, ELOQUII, KingSize, and Swimsuits For All. The brand serves women seeking extended-size clothing in sizes 12W to 44W (and S to 8X), with a catalog spanning tops, bottoms, dresses, sleepwear, bras and intimates, swimwear, outerwear, shoes (sizes 7–13 in medium/wide/extra-wide), home goods, and beauty products. Pricing ranges from $3.98 for clearance basics to $199.99 for premium sets, with frequent promotions including 35% off Everything or 50% off orders of $75+ and 65% off clearance items.

The technology stack is a conventional Salesforce Commerce Cloud (Demandware) storefront integrated with Adobe Analytics, Google Analytics, Google Ads, Facebook Pixel, Google reCAPTCHA, and Global-e for international fulfillment to approximately 90 countries. Omnichannel operations include a website (womanwithin.com), mobile app, direct-mail catalog with mail/phone ordering (1-800-248-2000), and an SMS short-code (91797) marketing channel. The business runs a private label Woman Within Platinum Credit Card issued by Bread Financial (formerly Comenity Bank) and a Fullbeauty Rewards loyalty program (200 points = $10 reward), and partners with Dia for personalized Style Box subscriptions. Marketing spans email, organic and paid social (Facebook, Instagram, TikTok, Pinterest, Twitter, YouTube), paid search, display retargeting, direct mail, and influencer/affiliate placements.

The revenue model is direct product sales (one-time purchase) supplemented by transaction-fee revenue from the Bread Financial credit card program and international shipping services via Global-e. Corporate entities are FullBeauty Brands, Inc. (parent) and FullBeauty Brands Operations, LLC (trademark holder), with operational headquarters in Indianapolis (2300 Southeastern Avenue) and corporate offices in New York (One New York Plaza). No public revenue, headcount beyond 1–10 at the brand level, or capital structure is disclosed in the source materials; the brand is privately held with no listed funding rounds, M&A events, or leadership changes.

Name

Woman Within

Legal name

FullBeauty Brands, Inc.

Website

https://womanwithin.com

Company type

Private

Founded year

1901

Operating status

Operating

Headcount range

1–10 employees

Short description

Woman Within is a direct-to-consumer e-commerce retailer of comfortable, casual plus-size women's apparel in sizes 12W–44W, operating under FullBeauty Brands' 17-brand portfolio with omnichannel sales, a private label credit card, and international shipping to ~90 countries.

Ownership category

akta.pro rank

Product category

Plus-Size Women's Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industries

Petite & Plus-Size Specialty Department Stores (CRAGAGAF), Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

Keywords

• Plus size apparel
• Women's clothing
• E-commerce retail
• Direct to consumer
• Intimates and footwear

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Product Sales - E-commerce: Direct online sales of plus-size apparel and accessories through womanwithin.com website, operating year-round with seasonal promotions and clearance sales.
2. Catalog Sales: Physical and digital catalog sales channel allowing customers to order by mail or phone, complementary to online shopping.
3. Private Label Credit Card Program: Woman Within Platinum Credit Card issued by Bread Financial (formerly Comenity Bank) provides rewards, special financing, and generates revenue through interchange fees and merchant services.
4. International Shipping: International shipping to approximately 90 countries via Global-e, which handles currency conversion, customs, and import duties.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Woman Within is a direct-to-consumer e-commerce and catalog retailer that designs, sources, and sells comfortable, colorful casual plus-size women's apparel and related lifestyle products in sizes 12W–44W and S–8X. Its assortment spans tops, bottoms, dresses, coats and jackets, sleepwear, bras and intimates, swimwear, shoes (sizes 7–13 in medium, wide, and extra wide), home goods, and beauty. The retailer also offers a private-label Platinum Credit Card issued by Bread Financial and a Fullbeauty Rewards loyalty program, with styling support through Style Boxes in partnership with Dia.

Product overview

Woman Within is an e-commerce retail platform offering comfortable, colorful casual plus size clothing for women in sizes 12W to 44W (or S to 8X). The product portfolio spans Tops & Sweaters (including T-Shirts, Graphic Tees, Tunics, Cardigans, Sweaters), Bottoms (Pants, Jeans, Capris, Shorts, Skirts, Leggings), Dresses (Casual, Maxi, Midi, Work, Special Occasion), Coats & Jackets, Sleepwear (Pajamas, Nightgowns, Robes, Loungewear), Bras & Intimates, Swimwear, Shoes & Accessories (sizes 7-13 in medium, wide, extra wide widths), Home goods, and Beauty products. The platform operates under the Fullbeauty Brands umbrella alongside sister brands including Roaman's, Catherines, Jessica London, Ellos, and others. Woman Within offers a proprietary Platinum Credit Card (issued by Bread Financial/Comenity Bank), a Fullbeauty Rewards loyalty program, and Style Boxes in partnership with Dia. International shipping is facilitated through Global-e.

Differentiator

Problem solved

Functional benefit

Products and services

• Tops & Sweaters Plus-size tops and sweaters including T-Shirts, Graphic Tees, Tunics, Shirts & Blouses, Tank Tops, Cardigans, Shrugs, Polo Shirts, Sweatshirts & Hoodies, Thermals, Sweaters (Pullover and Cardigan styles), Flannels, and Turtlenecks in soft knits or woven fabrics, for plus-size women.
• Bottoms Plus-size pants and jeans in knit, denim, corduroy and khaki with stretch for comfort, including Pants, Jeans (Straight Leg, Bootcut, Wide Leg, Skinny, Jeggings, Shorts, Capris), Capris, Shorts, Skirts, Leggings, and Lounge Bottoms.
• Dresses Plus-size dresses for every occasion including Casual Dresses, Maxi Dresses, Midi Dresses, Short Dresses, Crinkle Dresses, Work Dresses, Special Occasion Dresses, Suits (Skirt Suits, Pant Suits, Suit Separates), and Jumpsuits.
• Coats & Jackets Plus-size outerwear including Jackets, Raincoats & Trench Coats, Jean Jackets, Vests, Fleece, Puffer Coats (Down Jackets, Taslon Jackets), Leather Jackets, Wool Coats, and Faux Fur Coats.
• Sleepwear Plus-size sleepwear including Pajamas (Sets, Tops, Bottoms, Flannel), Sleepshirts, Loungewear (Loungers, Lounge Separates), Nightgowns, Robes, and Sleepwear Petites in soft combed cotton.
• Bras & Intimates Plus-size bras and intimates including Full Coverage, Wireless, T-Shirt, Front Closure, Underwire, Posture, Cotton, Sports, Lace, Strapless, Sleep, Cooling, and Specialty Bras, plus Panties, Shapewear, Hosiery & Socks, and Slips & Camisoles.
• Swimwear Plus-size swim styles year-round including Swim Tops (Tankini, Swim Shirts, Bikini, Full Coverage, Longer Length, Bandeau), Swim Bottoms, Swim Dresses, One Piece Swimsuits, Two Piece Swimsuits, Swimsuit Cover Ups, Tankini Sets, and Bikini Sets in sizes 4–44.
• Shoes & Accessories Plus-size footwear in sizes 7–13 available in medium, wide, and extra wide widths, including Sandals, Sneakers, Flats, Dress Shoes, Slides & Mules, Wedges, Boots (Ankle, Winter, Wide Calf, Regular Calf), and Slippers, plus Jewelry, Handbags & Totes.
• Home Home goods including Bedding (Bedspreads, Sheets, Blankets & Throws, Comforters, Quilts), Bath (Towels, Rugs, Storage), Window (Curtains, Blinds, Shades), Outdoor (Garden, Patio Furniture, Lighting), Furniture, Kitchen (Appliances, Cookware, Dinnerware), Decor, Rugs, and plus size living items.
• Beauty Beauty products including Skin Care, Makeup, Hair Care, Fragrance, and Bath & Body products.
• Woman Within Platinum Credit Card Private label credit card offering rewards points (15 points per $1 spent at Silver Tier 0–3,499 points), free shipping up to 4 times a year with promo code WWSHIPPING2026 on orders of $75+, and special birthday surprises. Issued by Comenity Bank (now Bread Financial).
• Fullbeauty Rewards Program Cross-brand loyalty rewards program where customers earn points on purchases; for every 200 points earned at Fullbeauty Brands, customers receive a $10 reward. Silver Tier spans 0–3,499 points.
• Style Boxes (Dia) Personalized style box service offered in partnership with Dia (Dia & Co.); customers complete a style survey and receive customized clothing selections.

Quantifiable outcome

• Free exchanges on all orders via Perfect Fit Guarantee
• +1 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Three partnerships are on record, tiered core.

• Global-ecoreTechnology or IntegrationInternational e-commerce enabling technology partner that handles currency conversion, customs clearance, import duties, and payment processing for international orders shipped to approximately 90 countries.
• Dia (Style Boxes)coreStrategic or Co-development PartnerPersonal styling service partnership offering customized Style Boxes with personal style surveys and personalized product curation.
• FullBeauty Brands Sister BrandscoreChannel Partner/ Reseller/ DistributorPortfolio of 17 brands including Roaman's, Catherines, Jessica London, Ellos, KingSize, and others under unified checkout platform, enabling cross-selling and shared customer base.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lane Bryant: The largest US specialty plus-size women's apparel retailer, offering a similar breadth of casual, work, intimates, and activewear across comparable extended sizes. Lane Bryant competes head-to-head with Woman Within for the same core plus-size demographic across both stores and e-commerce.
• Torrid: US specialty plus-size retailer focused on sizes 10-30, with a strong mall-based store footprint and growing e-commerce channel. Torrid competes directly with Woman Within in casual apparel, intimates, and accessories, though it skews toward a younger, more trend-led customer.
• Ashley Stewart: US plus-size women's fashion retailer offering casual and dressy apparel, intimates, and accessories targeted at Black and multicultural plus-size women. Ashley Stewart overlaps with Woman Within on casual plus-size apparel and intimates but with a differentiated cultural positioning.
• Fashion to Figure: US plus-size specialty retailer (stores plus e-commerce) offering trend-driven plus-size apparel at accessible price points. Fashion to Figure competes with Woman Within on the casual and dressy apparel side, particularly for value-oriented plus-size shoppers.

Emerging players

• Universal Standard: DTC-native plus-size brand offering premium everyday essentials in sizes 00-40 with a signature 'Universal Fit' program. Universal Standard competes with Woman Within on premium basics and outerwear, but operates without a catalog and at a higher price point, appealing to a younger, premium shopper.

Regional players

• Penningtons: Canada's largest plus-size specialty retailer (sizes 14-32), part of the Reitmans group, offering apparel, intimates, and accessories comparable to Woman Within's assortment. Geographic overlap is limited, but the brand is highly comparable on category mix and customer profile.
• Addition Elle: Canadian plus-size fashion retailer (formerly Reitmans-affiliated, now operating as a digital-first plus-size brand). Addition Elle competes with Woman Within on trend-led plus-size fashion at similar price points but primarily serves Canadian customers.

Broad incumbents

• Old Navy: Mass-market apparel retailer with one of the largest extended-size assortments (sizes 0-30 and plus) at value price points. Old Navy overlaps with Woman Within on casual and athleisure plus-size basics and competes on price, though its plus-size assortment is shallower than Woman Within's.
• Target: Mass-market retailer with expanding inclusive sizing (Universal Thread, A New Day, and All in Motion plus-size lines) at accessible price points. Target competes with Woman Within on casual apparel, sleepwear, and intimates, especially for value-driven plus-size shoppers.

Others

• Dia & Co: DTC plus-size personal-styling service that delivers curated Style Boxes on subscription. Dia & Co. is both an existing Woman Within partner (powered by integration) and a partial alternative, competing for the same plus-size shopper on the discovery and styling layer rather than on commodity apparel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/womanwithin
• YouTubeyoutube.com/channel/UCwZyi-9kF5VyfJvN6-NMooA
• Facebookfacebook.com/womanwithin
• Instagraminstagram.com/womanwithin
• TikToktiktok.com/@womanwithin
• Pinterestpinterest.com/womanwithin
• LinkedInlinkedin.com/company/woman-within

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Woman Within