What Hips & Curves does

Hips & Curves (also operating as Hips and Curves Intimates) is a plus-size intimates brand specializing in lingerie, bras, panties, shapewear, hosiery, and sleepwear for women in sizes 10-26. The brand was founded in Los Angeles in 2000 by Rebecca Jennings, who serves as founder, president, and CEO, and operates today as a sub-brand within City Chic Collective, an Australian-domiciled specialty retailer of plus-size fashion. The brand's core product architecture spans multiple bra constructions (wirefree, balconette, lace, plunge, active), complemented by shapewear, hosiery, lingerie sets, sexy lingerie, and sleepwear sub-brands (Chic Sleep and Novelty Sleep), all positioned under a "Cut for Curves" tagline and a "World of Curves" brand platform.

The underlying commercial technology is a direct-to-consumer e-commerce storefront hosted on citychiconline.com, which is shared across the City Chic Collective brand portfolio and supports international shipping and returns. Customer-facing proprietary features include an interactive Bra Fit Guide (with the messaging "Are you wearing the wrong size? We fit for every body, every day"), a size-filtering system across discrete size steps (12, 14, 16, 18, 20, 22, 24, 26), and the CC Nation loyalty program. The technology stack is conventional retail e-commerce; no AI/ML, no native mobile app, and no public API are disclosed.

Hips & Curves generates revenue through one-time unit-priced retail transactions, with an aggressively promotional pricing posture: sitewide discounts of 50-70% are pervasive, and a dedicated Outlet section segments inventory by price tiers ($10, $15, $20, $25, $30, $40 & under). Marketing is executed through email newsletter (with a $50 first-order offer), SMS at short code 22442, the World of Curves content blog, and the CC Nation loyalty program. The customer segment is horizontally defined as plus-size women seeking extended-size intimates, with a value proposition centered on size availability (10-26), domain specialization in curvy fit, and global brand reach through the City Chic Collective platform.

Name

Hips & Curves

Legal name

City Chic

Website

https://hipsandcurves.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Plus-Size Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

akta.pro secondary industries

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Shapewear & Body Contouring (CRAAAIAC), Loungewear (Home Comfort Basics) (CRAAAIAF), Intimates Accessories (Hosiery, Garters, Lingerie Care) (CRAAAIAI), Panties & Briefs (CRAAAIAB)

Keywords

• Plus size lingerie
• Plus size intimates
• Plus size bras
• Curve clothing
• Shapewear apparel

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Operations, Infrastructure, Personnel

Revenue model

1. Direct Retail Sales: Direct-to-consumer retail sales of plus-size intimates, lingerie, bras, panties, shapewear, hosiery, and sleepwear through e-commerce platform. Revenue generated through one-time product transactions with standard pricing and promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Hips & Curves Intimates is a direct-to-consumer online retail brand specializing in plus-size lingerie and intimate apparel in sizes 10-26. The brand sells bras (wirefree, balconette, lace, plunge, active, underwire), panties, shapewear, hosiery, lingerie sets, sexy lingerie, and sleepwear under the 'Cut for Curves' positioning through the City Chic Collective e-commerce platform.

Product overview

Hips & Curves Intimates is a plus-size intimate apparel sub-brand under City Chic Collective, offering a comprehensive portfolio of lingerie and sleepwear products. The brand specializes in sizes 10-26 and features multiple bra styles (wirefree, balconette, lace, plunge, active), panties, shapewear, hosiery, lingerie sets, and sexy lingerie. The product line also includes sleepwear through sub-brands like Chic Sleep and Novelty Sleep. All products are designed with the tagline 'Cut for Curves' and are distributed globally through City Chic Collective's e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• Hips and Curves Intimates: Plus size lingerie and intimates brand offering bras, panties, shapewear, hosiery, and sexy lingerie in sizes 10-26.

Products and services

• Bras

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Torrid: Specialty plus-size women's apparel retailer with a dedicated intimates, bras, and shapewear assortment, operating both DTC and physical stores. Highly comparable to Hips & Curves in customer, category, and size-range focus.
• Lane Bryant (Cacique): Plus-size women's apparel retailer whose Cacique sub-brand sells bras, panties, shapewear, and sleepwear. Comparable as a direct plus-size intimates competitor with omnichannel distribution.
• Savage X Fenty: DTC lingerie and intimates brand with extended sizing and sexy-lingerie positioning. Comparable to Hips & Curves' sexy/romantic lingerie line and DTC-only model.
• ThirdLove: DTC intimates brand built around a fit-quiz and inclusive half-cup sizing. Comparable to Hips & Curves in DTC-only intimates focus and fit-tooling differentiation.
• Knix: DTC intimates and activewear brand with broad size range and strong shapewear line. Comparable to Hips & Curves in DTC intimates, size inclusivity, and shapewear category overlap.
• Bare Necessities: Online intimates retailer carrying bras, panties, shapewear, and sleepwear across many brands. Comparable to Hips & Curves as an e-commerce intimates destination serving similar shoppers.
• Adore Me: DTC intimates brand with bras, panties, lingerie sets, and sleepwear, sold online with subscription/loyalty mechanics. Comparable to Hips & Curves' DTC intimates model and retention programs.
• Playful Promises: Inclusive-size lingerie brand spanning everyday to 'romantic' styles with broader size offerings. Comparable to Hips & Curves' plus-size sexy and everyday lingerie assortment.
• Frederick's of Hollywood: Heritage lingerie and intimate apparel retailer with bras, panties, shapewear, and sexy-lingerie categories. Comparable to Hips & Curves' product mix and romantic-lingerie positioning.

Emerging players

• True & Co: DTC intimates brand built around fit-quiz technology and comfort-focused bras. Comparable to Hips & Curves in DTC intimates and fit-tooling differentiation, though smaller in scale and assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hipsandcurves
• Facebookfacebook.com/hipsandcurves
• LinkedInlinkedin.com/company/hips-and-curves

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Hips & Curves