Fullbeauty Brands
FullBeauty Brands is a privately held, Oaktree-backed direct-to-consumer plus-size fashion platform operating 15+ owned brands—Woman Within, Roaman's, Eloquii, CUUP, Dia & Co, Catherines, Avenue, KingSize, and others—alongside the OneStopPlus digital marketplace serving plus-size women and big-and-tall men in the U.S.
- Company typePrivate
- Founded1901
- HeadquartersNew York, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Fullbeauty Brands does
FullBeauty Brands Operations, LLC is a privately held, direct-to-consumer plus-size apparel and lifestyle platform headquartered at One New York Plaza, New York, controlled by Oaktree Capital Management. The company operates 15+ owned brands including Woman Within, Roaman's, Jessica London, Catherines, Eloquii (acquired from Walmart in April 2023), CUUP (acquired July 2023), Dia & Co (acquired April 2024), Avenue (acquired June 2024), KingSize, BrylaneHome, Ellos, June+Vie, and Swimsuits For All, plus the fullbeauty/OneStopPlus digital marketplace that aggregates hundreds of third-party brands. Core operations span women's plus-size apparel (sizes 14-40+), intimates, swimwear, footwear, home goods, and big-and-tall men's apparel; there is no physical retail footprint, with sales executed exclusively through owned e-commerce sites and the digital mall.
The platform layer combines proprietary brand storefronts with a marketplace model (OneStopPlus/fullbeauty.com), and includes personalization tools such as the Shape & Style Intelligence recommendation system and proprietary product technologies such as Roaman's Invisible Stretch denim and ComfortView footwear. Operational scale includes three distribution/fulfillment facilities (Indianapolis, Plainfield, plus El Paso customer support) and 5,001-10,000 employees. Combined with Destination XL Group under a merger announced December 11, 2025, the entity would reach approximately $1.2 billion in annual net sales and 34 million households—though as of June 2026 the merger is being reevaluated due to consumer headwinds and FullBeauty's indebtedness.
Revenue is generated through two streams: direct e-commerce merchandise sales across the owned brand portfolio and marketplace commissions on third-party sales. Pricing spans an exceptionally wide range, from affordable entry points (Ellos from $15) to luxury (11 Honoré eveningwear $229-$799), with monetization augmented by a Unit Pricing model across most brands and a Hybrid personal-styling model at Dia & Co. Customer segments include vertical plus-size women (the primary segment, representing ~66-68% of American women who wear size 14+), plus-size women seeking personalized styling, and big-and-tall men served through KingSize.
Fullbeauty Brands firmographics
Firmographics- Name
- Fullbeauty Brands
- Legal name
- FullBeauty Brands Operations, LLC
- Website
- https://fbbrands.com
- Company type
- Private
- Founded year
- 1901
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- FullBeauty Brands is a privately held, Oaktree-backed direct-to-consumer plus-size fashion platform operating 15+ owned brands—Woman Within, Roaman's, Eloquii, CUUP, Dia & Co, Catherines, Avenue, KingSize, and others—alongside the OneStopPlus digital marketplace serving plus-size women and big-and-tall men in the U.S.
- Ownership category
- akta.pro rank
Fullbeauty Brands industry classification
Industry- Product category
- Plus-Size and Extended-Size Apparel Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Plus Size & Extended Sizes Apparel Retail (CRAAABAJ)
- akta.pro secondary industries
- Mass-Market & Lifestyle Apparel Brands (CRAAAAAA), Intimates, Lingerie & Sleepwear Retail (CRAAABAF)
Keywords
Where Fullbeauty Brands is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Fullbeauty Brands business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations, Infrastructure
Revenue model
- E-commerce merchandise sales: FullBeauty generates primary revenue through direct online sales of plus-size apparel, lingerie, swimwear, and home products across its portfolio of owned brands including Woman Within, Roaman's, Jessica London, Catherines, Eloquii, CUUP, and others
- Marketplace commission: The company operates a digital marketplace (OneStopPlus/fullbeauty.com) that carries hundreds of third-party brands including Madewell, Diane von Furstenberg, and Unique Vintage, earning commission on sales through the platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Pay-as-you-go | Dia & Co offers personalized styling services and marketplace with hundreds of brands |
| Unit Pricing | Pay-as-you-go | 11 Honoré luxury plus fashion positioned at premium price points |
| Unit Pricing | Pay-as-you-go | Ellos brand offers affordable European-inspired fashion |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Fullbeauty Brands product offering
Product offeringCore offering
Fullbeauty Brands is a U.S. specialty apparel retailer that designs, sources, and sells plus-size women's clothing and big-and-tall men's clothing through more than 15 owned e-commerce sub-brands such as Woman Within, Roaman's, Catherines, Avenue, Jessica London, KingSize, ELOQUII, Swimsuits For All, Ellos, and June+Vie. It also operates a multi-brand marketplace on fullbeauty.com / OneStopPlus carrying curated third-party labels for extended-size customers, distributing apparel, intimates, swimwear, footwear, accessories, and home goods directly to consumers.
Product overview
FullBeauty Brands operates a multi-brand portfolio platform for inclusive-size apparel and lifestyle products. The company manages 15+ distinct sub-brands and acquired brands including OneStopPlus (digital marketplace), Woman Within, Roaman's, Catherines, Avenue, Jessica London, ellos, June+Vie, ELOQUII, Swimsuits For All, BrylaneHome, KingSize, CUUP, and Dia & Co. These brands collectively serve plus-size women and big-and-tall men through digital channels, with no physical retail stores. The platform functions as both a direct-to-consumer retailer and a digital mall aggregator, offering products ranging from apparel and intimates to swimwear and home goods. The company was founded in 1901 and has grown through strategic acquisitions including ELOQUII (2023), CUUP (2023), Dia & Co (2024), and Avenue (2024).
Differentiator
Problem solved
Functional benefit
Brands
- ELOQUII: Plus-size fashion authority brand acquired from Walmart in April 2023. Positioned as anchor tenant for FullBeauty's new digital mall, targeting younger, fashion-forward plus-size consumers.
- CUUP
- Dia & Co
- Avenue
- 11 Honoré
- June+Vie
Products and services
- Woman Within Plus-size women's apparel e-commerce brand offering casual, workwear, and special-occasion clothing in sizes 12 and up, sold directly to U.S. consumers.
- Roaman's Plus-size women's apparel brand focused on contemporary, fashion-forward styles in extended sizes, sold through its own e-commerce site to U.S. shoppers.
- Catherines Plus-size women's apparel retailer offering classic and casual clothing, accessories, and intimates sized 12 and up, sold direct-to-consumer through its own branded e-commerce site.
- Avenue Plus-size women's fashion brand selling on-trend casualwear and dresses in sizes 14 and up through a dedicated e-commerce storefront.
- Jessica London Plus-size women's apparel brand offering everyday and dressy styles in sizes 12 and up, sold direct to consumers through a dedicated e-commerce site.
- KingSize Big and tall men's apparel brand selling casualwear, workwear, denim, and outerwear in sizes XL and up including waist sizes 42+, sold direct-to-consumer through a dedicated e-commerce site.
- ELOQUII Contemporary plus-size women's fashion brand offering trend-driven clothing in sizes 14+, sold direct-to-consumer through its e-commerce site.
- Swimsuits For All Specialty plus-size swimwear brand selling one-piece and two-piece swimsuits, cover-ups, and resortwear in sizes 8 and up through its dedicated e-commerce storefront.
- ellos Plus-size women's apparel brand offering casual and dressy clothing in extended sizes, sold direct-to-consumer via its dedicated e-commerce site.
- June+Vie Plus-size activewear brand selling athleisure, swimwear, and performance apparel in sizes 10+, sold direct to consumers through its e-commerce site.
- Dia & Co Plus-size women's personalized styling service selling curated apparel boxes in sizes 14+, offered direct-to-consumer through a digital subscription-style model.
- CUUP Intimate apparel brand specializing in bras and underwear with extended-size band and cup options, sold direct-to-consumer through its own e-commerce site.
- BrylaneHome Home goods brand selling bedding, bath, kitchen, and home décor items direct-to-consumer through a dedicated e-commerce site.
- 11 honoré Luxury and contemporary plus-size women's ready-to-wear brand offering designer and premium apparel in sizes 12+, sold direct-to-consumer through its e-commerce site.
- OneStopPlus / fullbeauty.com marketplace Multi-brand e-commerce marketplace aggregating third-party extended-size apparel, footwear, accessories, and home brands plus Fullbeauty's owned labels under one digital storefront, connecting third-party sellers with plus-size and big-and-tall shoppers in exchange for marketplace commissions.
Quantifiable outcome
- Merger creates combined company with approximately $1.2 billion in annual net sales
- +3 more outcomes
Companies that use Fullbeauty Brands
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Fullbeauty Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fullbeauty Brands partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and flagship.
- Fashion Institute of Technology (FIT)minorOneStopPlus partnered with FIT for the Curvy Awards: A Design Challenge that empowers designers to create plus-size fashion, with student Mariela Garcia Castro winning first place.
- MAC CosmeticsflagshipEloquii collaborated with MAC Cosmetics on a creative partnership reinventing the Valentine's Day moment, featured in Forbes and representing a significant brand collaboration for the luxury plus segment.
- Syracuse UniversityminorSupermodel Emme and Syracuse University Fashion Design Program teamed up with OneStopPlus for the 8th Annual Fashion Without Limits Design Competition, promoting size inclusivity in fashion education.
- Dress for SuccessminorOSP Group (now FullBeauty) partnered with Dress for Success, an international non-profit serving disadvantaged women. The partnership involves clothing donations of thousands of plus-size suits and shoes, employee volunteer opportunities, and career coaching for clients.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Fullbeauty Brands competitors and assessment
Company assessmentEmerging players
- Universal Standard: Direct-to-consumer size-inclusive fashion brand emphasizing premium essentials in sizes 00–40. Comparable in DTC-first positioning and inclusive-sizing mission, with a higher price-tier overlap to Eloqui/11 Honoré.
- Cider: DTC fast-fashion brand that has expanded aggressively into plus-size offerings. Comparable as a digitally native Gen-Z-focused apparel label competing for the same young plus-size shopper that June+Vie targets.
Broad incumbents
- Anthropologie (Urban Outfitters Inc.): Multi-category women's apparel retailer that has expanded its extended-size assortment. Comparable as an adjacent but broader women's lifestyle brand targeting an overlapping demographic.
- Madewell (J. Crew Group): Mid-market women's apparel brand carried on the Dia & Co/fullbeauty.com marketplace. Comparable because it is one of the largest third-party brands FullBeauty distributes and competes for the same contemporary customer.
- Nike (Extended Sizing): Global athletic apparel incumbent with a major plus-size line via Nike Extended Line. Comparable as the largest incumbent pushing into plus-size DTC that FullBeauty's ComfortView footwear and active segments compete against.
Direct peers
- Lane Bryant: Specialty plus-size women's apparel retailer; historically the predecessor entity to FullBeauty's catalog businesses (Woman Within originated as Lane Bryant's catalog). Direct competitor in the same size and price tier.
- Ashley Stewart: Plus-size women's apparel retailer targeting Black and multicultural consumers via stores and e-commerce. Comparable in customer segment and price positioning to FullBeauty's value-tier brands.
- Destination XL Group: Direct big-and-tall men's apparel retailer and FullBeauty's announced merger-of-equals partner. Highly comparable in DTC focus on extended sizing, overlapping customer demographics, and standalone-store-plus-online model.
- Torrid: Leading specialty retailer of plus-size women's apparel and intimates, operating both stores and e-commerce. Closest pure-play public peer to FullBeauty's core plus-size DTC portfolio.
- Eloquii (legacy, pre-acquisition): Originally an independent plus-size fashion brand, sold to Walmart in 2018 and to FullBeauty in 2023. Pre-acquisition it was a direct competitor in fashion-forward plus-size DTC.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Fullbeauty Brands social profiles
Digital presenceFullbeauty Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fullbeauty Brands leadership team
Management profileNumber of profiles
Profiles2 records
Fullbeauty Brands subsidiaries and ownership
Company hierarchySubsidiaries14 records
Fullbeauty Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fullbeauty Brands M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fullbeauty Brands
What does Fullbeauty Brands do?
Fullbeauty Brands is a U.S. specialty apparel retailer that designs, sources, and sells plus-size women's clothing and big-and-tall men's clothing through more than 15 owned e-commerce sub-brands such as Woman Within, Roaman's, Catherines, Avenue, Jessica London, KingSize, ELOQUII, Swimsuits For All, Ellos, and June+Vie. It also operates a multi-brand marketplace on fullbeauty.com / OneStopPlus carrying curated third-party labels for extended-size customers, distributing apparel, intimates, swimwear, footwear, accessories, and home goods directly to consumers.
Is Fullbeauty Brands a public or private company?
Fullbeauty Brands is a private company. It is classified as private equity controlled and is currently operating.
When was Fullbeauty Brands founded?
Fullbeauty Brands was founded in 1901. It employs 5,001 to 10,000 people.
Where is Fullbeauty Brands based?
Fullbeauty Brands is headquartered in New York, United States, in the North America region.
How does Fullbeauty Brands make money?
Two revenue lines are on record. E-commerce merchandise sales are the primary driver. The others are marketplace commission.
Who are Fullbeauty Brands's main competitors?
Emerging players on record are Universal Standard and Cider. Broad incumbents are Anthropologie (Urban Outfitters Inc.), Madewell (J. Crew Group) and Nike (Extended Sizing). Direct peers are Lane Bryant, Ashley Stewart, Destination XL Group, Torrid and Eloquii (legacy, pre-acquisition).
Does Fullbeauty Brands have an API?
No public API is recorded for Fullbeauty Brands.
What industry is Fullbeauty Brands in?
Fullbeauty Brands's product category is Plus-Size and Extended-Size Apparel Retail. Its primary akta.pro industry code is CRAAABAJ, Plus Size & Extended Sizes Apparel Retail, with a secondary code of CRAAAAAA, Mass-Market & Lifestyle Apparel Brands. Its NAICS code is 45811 and its SIC code is 5621.