What Avenue does

Avenue is a direct-to-consumer e-commerce retailer of plus-size women's apparel, operating as a wholly-owned brand within the FullBeauty Brands Operations, LLC portfolio. The company sells fashionable, affordably-priced clothing in sizes 14–36 (extending to 40W in some categories) through its owned storefront at avenue.com, a phone order line, and a physical catalog — with shipping restricted to the United States. The target customer is the US plus-size woman seeking everyday casual wear, workwear, occasion wear, swimwear, sleepwear, bras/lingerie, and shoes. Avenue's assortment includes signature named product lines centered on comfort and fabric innovation: the proprietary Butter Denim collection (marketed as buttery-soft stretch fabric with recovery), the Super Stretch bottoms line, and the Cool Hand trouser collection. The company also retails sister brands (City Chic, Joe Browns, Jessica London, Ellos) on its storefront and offers an eco-conscious Aveology sub-line. Avenue is one of 17 brands in the FullBeauty Brands portfolio, which shares a unified e-commerce platform, a tiered Avenue Rewards loyalty program (Silver/Gold/Elite, with points convertible to reward certificates at 3,000 points / $10), and a co-branded FullBeauty Platinum Credit Card that drives repeat purchase through enhanced points (15 pts/$1 Silver tier), free shipping 4x per year on $75+ orders, and birthday-month offers. The company also partners with Dia to offer a curated Style Box personal-styling service. Founded in 1999 and headquartered under its parent in Indianapolis, Avenue generates revenue primarily through one-time product sales, supplemented by credit-card-linked transaction economics. No proprietary technology platforms, AI capabilities, or public revenue figures are disclosed.

Name

Avenue

Legal name

FullBeauty Brands Operations, LLC

Website

https://avenue.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Avenue is a US-focused direct-to-consumer e-commerce retailer of affordable plus-size women's apparel in sizes 14–36, operating as a brand under FullBeauty Brands alongside 16 sister brands and selling through its own storefront, phone, and catalog channels.

Ownership category

akta.pro rank

Product category

Plus-Size Women's Apparel Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811)

SIC

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

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

Keywords

• Plus size clothing
• Women's fashion apparel
• Denim and bottoms
• Lingerie and sleepwear
• Plus size e-commerce

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated from direct sales of plus-size women's apparel including dresses, tops, bottoms, denim, outerwear, swimwear, sleepwear, bras, lingerie, shoes, and accessories through avenue.com, phone orders, and catalog orders. Sales are primarily one-time transactional purchases with occasional clearance and promotional pricing.
2. Co-branded Credit Card (FullBeauty Platinum Credit Card): Avenue participates in the FullBeauty Platinum Credit Card program. Cardholders earn enhanced rewards points (15 points per $1 for Silver tier vs. 10 points for non-cardholders), free shipping benefits, and birthday rewards. The credit card program drives customer loyalty and provides financial interchange revenue.
3. Rewards Program: The Avenue Rewards program is a tiered loyalty program (Silver, Gold, Elite) where members earn points on purchases that convert to reward certificates at 3,000 points ($10 certificate). This drives repeat purchases and customer retention across the FullBeauty Brands family.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Avenue is a direct-to-consumer e-commerce retailer that sells affordable, on-trend plus-size women's apparel and accessories in sizes 14-36, including denim (notably its proprietary Butter Denim line), dresses, tops, bottoms, swimwear, sleepwear, bras and lingerie, shoes, and accessories. The brand operates primarily through its own website (avenue.com), supported by phone orders and a printed catalog, and is one of 17 brands housed under parent FullBeauty Brands Operations, LLC, sharing a unified rewards program and co-branded credit card.

Product overview

Avenue is a plus size women's fashion e-commerce platform offering affordable, fashionable clothing in sizes 14-36. The company operates both as a direct brand (Avenue) and as part of the FullBeauty Brands portfolio, which includes sister brands like Woman Within, Roaman's, Catherines, ELOQUII, and others. Avenue's core offering centers on denim (particularly the signature Butter Denim and Super Stretch collections), dresses, tops, bottoms, swimwear, sleepwear, lingerie, and shoes. The platform features multiple sub-brands including City Chic, Joe Browns, Jessica London, and ellos, each targeting different style preferences within the plus size market. Avenue operates a free loyalty program (Avenue Rewards) and accepts the FullBeauty Platinum Credit Card for co-branded rewards. The platform also offers personal styling services through Style Boxes and operates across 17 brands under one checkout system.

Differentiator

Problem solved

Functional benefit

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• FullBeauty Brands Operations, LLC (Parent Company)coreOthersAvenue is a wholly-owned brand within the FullBeauty Brands portfolio, a multi-brand e-commerce company specializing in plus-size and extended-size apparel and lifestyle products. The parent company operates 17 brands including Woman Within, Roaman's, Catherines, Jessica London, and others, all sharing a unified rewards program, credit card, and e-commerce infrastructure.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Torrid: Torrid is a leading US specialty retailer of plus-size women's apparel and accessories, operating stores and a strong DTC e-commerce channel. Directly comparable to Avenue in target customer (plus-size women), product mix (dresses, denim, intimates, footwear), and value-tier positioning.
• Lane Bryant: Lane Bryant is one of the most established US plus-size women's apparel retailers with both physical stores and a robust e-commerce presence. Comparable to Avenue on size range, customer demographic, and broad apparel category coverage including intimates, activewear, and workwear.
• ELOQUII: ELOQUII is a FullBeauty sister brand (and previously an independent DTC) focused on fashion-forward plus-size apparel in sizes 14+. Overlaps Avenue's customer but skews trendier/higher price; uses the same rewards/credit card stack, making it both a sister and a directly comparable competitor.
• Fashion to Figure: Fashion to Figure is a US specialty retailer of plus-size women's fashion operating physical stores and e-commerce in sizes 12-26. Comparable to Avenue on target customer, fast-fashion cadence, and affordable price-point positioning in plus-size apparel.
• Catherines: Catherines is a sister brand within the FullBeauty portfolio targeting plus-size women (sizes 14W-40W) with similar apparel, intimates, and accessories. Direct peer with overlapping customer base, shared infrastructure, and cross-shop behavior via the unified rewards program.
• Woman Within: Woman Within is another FullBeauty sister brand offering plus-size casual apparel in sizes 10W-44W. Operates from the same shared checkout, rewards, and credit card infrastructure; highly comparable assortment and price-point overlap with Avenue.

Emerging players

• Universal Standard: Universal Standard is a digitally-native plus-size apparel brand offering inclusive sizing up to 40. Comparable to Avenue on customer demographic and DTC model, but differentiated by a more premium, minimalist aesthetic and direct-to-consumer focus without catalog.
• Dia & Co: Dia & Co is a personal styling service for plus-size women (Style Boxes) and is explicitly partnered with Avenue to provide curated boxes. Comparable as a plus-size customer-acquisition and styling channel; partnership already links the two, but Dia is also a potential competitor for wardrobe spend.

Broad incumbents

• Old Navy: Old Navy has expanded its plus-size assortment significantly (Birch + Pine, and expanded denim and activewear). A broad incumbent entering Avenue's niche from mainstream mass-market; competes on price and convenience rather than specialization.
• Target (Ava & Viv / Universal Thread): Target's plus-size lines (Ava & Viv and Universal Thread) compete directly with Avenue on affordable everyday plus-size apparel and intimates. As a mass-market incumbent, Target pressures Avenue on price and convenience but lacks the specialty-plus brand depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AvenuePlus
• YouTubeyoutube.com/channel/UCHNxNGw8zh9QTHwL7kMMACg
• Facebookfacebook.com/MyAvenue
• Instagraminstagram.com/avenueofficial
• Pinterestpinterest.com/avenueplusofficial

Compliance1 record

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 Avenue