What Taking Shape does

Taking Shape is an Australian-founded plus-size women's fashion retailer operating a multi-channel direct-to-consumer model across Australia, New Zealand, and the United Kingdom under the legal entity TS 14+ Australia Pty Ltd and affiliated regional entities (TS 14+ New Zealand Pty Ltd, TS UK Group Limited). The company serves women in sizes 10-30 through an owned e-commerce platform (Salesforce Commerce Cloud/Demandware), supported by 19+ physical boutique stores in New Zealand plus additional stores in Australia and UK, with Click & Collect capability at Australian boutiques offering a $10 voucher incentive.

The product portfolio spans a comprehensive plus-size assortment including tops, dresses, pants, denim, sleepwear, activewear, outerwear, lingerie, swimwear, footwear, and accessories, organized under house sub-brands: TS Fashion (contemporary), Virtuelle Casual (everyday casual), Lifestyle Collective (loungewear/active hybrid), TSE Special Occasion (formal/event wear including mother-of-the-bride), and Pretty Basics (essentials). The company offers customization features (Build-a-Bag, Build-a-Sandal), a Personal Styling Experience service in stores, and a tiered loyalty program (Taking Shape Rewards Extra). Recent product activity includes high-profile collaborations (Disney, Catalina Estrada, Joan Blond, Glitter Bug x Dress For Success) and seasonal collections.

The business model is direct retail sales through owned channels. Revenue is generated via one-time apparel and accessory purchases priced regionally in AUD, NZD, and GBP with localized delivery options (free delivery thresholds of $90-$150), supported by flexible payment methods including Afterpay (up to $4,000 in 4 interest-free instalments), Apple Pay, and PayPal. Marketing is multi-channel via organic social (Facebook, Instagram, YouTube), content marketing (Style Stories blog), email, SEO, and paid retargeting. The company is privately held and founder-owned with no disclosed funding, parent company, or institutional investment signals.

Name

Taking Shape

Legal name

TS 14+ Australia Pty Ltd

Website

https://takingshape.com.au

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Taking Shape is an Australian-founded plus-size women's fashion retailer operating multi-channel direct-to-consumer stores and e-commerce across Australia, New Zealand, and the UK, serving women in sizes 10-30 via its own sub-brands (TS Fashion, Virtuelle, TSE, Pretty Basics).

Ownership category

akta.pro rank

Product category

Plus-Size Women's Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Personal Styling for Plus-Size & Inclusive Fit (HSACAJAI)

akta.pro secondary industries

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Loungewear (Home Comfort Basics) (CRAAAIAF)

Keywords

• Plus-size fashion
• Women's apparel
• Size-inclusive clothing
• Special occasion dresses
• Women's footwear accessories

Headquarters

HQ city

Northcote

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Retail Sales: Revenue generated from direct sales of plus-size women's clothing, footwear, accessories, and lingerie through e-commerce website and physical retail stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Taking Shape is a direct-to-consumer plus-size women's fashion retailer that designs, sources, and sells own-brand clothing, footwear, accessories, lingerie, sleepwear, activewear, and swimwear in sizes 10-30. Products are sold through owned regional e-commerce websites (Australia, New Zealand, United Kingdom) and a network of owned physical boutique stores, supplemented by Click & Collect, in-store Personal Styling Experiences, and a tiered Rewards loyalty program.

Product overview

Taking Shape is an Australian-founded plus-size fashion retailer operating a multi-channel e-commerce platform across Australia, New Zealand, and the United Kingdom. The company offers its own sub-brands including Virtuelle Casual (casual wear), Lifestyle Collective (loungewear meets active), TS Fashion (fashion-forward), TS Special Occasion (formal/event wear), and Pretty Basics (essential wardrobe pieces). The core platform provides online shopping across sizes 10-30, with integrated services like Click & Collect, Personal Styling Experiences, and a Rewards Program. The product portfolio spans clothing (tops, dresses, pants, denim, sleepwear, activewear, outerwear, lingerie, swimwear), footwear, and accessories including a Build-a-Bag customization feature. The company releases seasonal collections (Seasonal Blueprint, Spring Horizon, Citrus Scene, Pastel Days, Studio Bloom) and designer collaborations such as Catalina Estrada and Joan Blond.

Differentiator

Problem solved

Functional benefit

Products and services

• TS Fashion Sub-brand offering fashion-forward, contemporary plus-size clothing for curvy women across casual, work, and event categories.
• Virtuelle Casual Sub-brand specializing in casual everyday plus-size clothing for curvy women, designed for relaxed daily wear.
• Lifestyle Collective Loungewear and casual wear sub-brand offering comfortable, versatile pieces designed for everyday living and active moments.
• TS Special Occasion (TSE) Sub-brand offering special occasion and formal wear including evening dresses, wedding guest dresses, and mother of the bride outfits in plus sizes.
• Pretty Basics Sub-brand offering essential wardrobe basics including basic tops, tanks, camis, dresses, leggings, and anti-chafing shorts in fabrics like bamboo, cotton, and ponte.
• Disney Collection Licensed collaboration collection featuring Disney-themed plus-size clothing and accessories, available on the New Zealand site.
• Catalina Estrada x Taking Shape Collection Designer collaboration sleepwear and accessories collection featuring bespoke print designs by artist Catalina Estrada, exclusive to Taking Shape in plus sizes.
• Joan Blond Collection Artist collaboration collection with Melbourne-based artist Joan Blond, featuring bold, art-inspired fashion designs exclusive for curvy women.
• Click & Collect Service allowing customers to shop online and collect orders at any Taking Shape boutique in Australia, with bonus $10 in-store voucher on pickup and delivery within 5-11 business days.
• Personal Styling Experiences In-store personalized styling service offered at Taking Shape boutiques, helping customers select outfits suited to their individual style and body type.
• Taking Shape Rewards Program Multi-tier loyalty rewards program offering points on purchases, 25% off first order for new members, and free delivery benefits for Diamond and Platinum tier members.

Quantifiable outcome

• Free delivery threshold of $90+ in Australia and $100+ in New Zealand incentivizes larger basket purchases
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Facebook/MetaminorGTM or Marketing PartnerFacebook advertising partnership using Facebook pixel and Meta advertising platforms for retargeting and personalized advertising. Cookie tracking includes _fbp and fr cookies for advertising delivery and measurement.
• GoogleminorGTM or Marketing PartnerGoogle Analytics and Google advertising partnership using _ga, _gcl_au, _gid cookies for website analytics and advertising optimization. DoubleClick test_cookie used for ad targeting.
• PinterestminorGTM or Marketing PartnerPinterest marketing partnership using Pinterest tracking pixels for advertising and audience targeting.
• SalesforcecoreTechnology or IntegrationSalesforce Commerce Cloud (Demandware) powers the e-commerce platform. Salesforce Marketing Cloud integration using igodigital cookies for web tracking and customer analytics.
• CyberSourcecoreTechnology or IntegrationPayment service provider for secure credit card processing. PCI DSS compliant payment processing for all online transactions.
• Global-ecoreTechnology or IntegrationInternational sales facilitation partner enabling localized shopping experiences for international customers with currency conversion, tax calculation, and customs handling.
• AfterpaycoreTechnology or IntegrationBuy now, pay later payment integration allowing customers to split purchases into 4 interest-free instalments over 6 weeks. Available for purchases up to $4,000 in Australia and New Zealand.
• Apple PaycoreTechnology or IntegrationMobile payment integration for secure checkout on Apple devices, both online and in-store. Works with Mastercard, Visa, and American Express cards.
• Australia PostcoreTechnology or IntegrationPrimary logistics partner for domestic Australian delivery using Australia Post E-Parcel Standard and Express delivery services.

Scale indicators3 records

Expansion highlights5 records

Broad incumbents

• New Look: UK high-street fashion retailer offering an extended-size range including plus-size lines. Competitor in UK plus-size apparel with a broader general apparel assortment.
• H&M (H&M Plus): Global fast-fashion incumbent with an extended-size plus range. Adjacent competitor as mainstream retailers increasingly expand into plus-size, increasing category competition.
• Lane Bryant: Largest US specialty plus-size women's apparel retailer with nationwide store footprint. Comparable as a broad incumbent in the plus-size category with multi-channel reach.

Direct peers

• Penningtons: Canadian plus-size women's apparel retailer with stores across North America. Comparable in dedicated plus-size positioning and category mix including lingerie and activewear.
• Eloquii: US-based digital-first plus-size women's fashion brand offering trend-driven apparel in extended sizes. Direct comparable in digital-plus-size focus and target customer.
• Torrid: US specialty plus-size apparel and accessories retailer with physical stores and e-commerce. Closest North American peer in terms of dedicated plus-size focus and in-store experience.
• City Chic Collective: ASX-listed specialty plus-size women's apparel retailer operating across Australia, New Zealand, and international markets. Most direct comparable in geography, customer segment, and product mix to Taking Shape.
• Yours Clothing: UK specialty plus-size women's retailer with strong physical and online presence. Direct competitor in the UK plus-size market where Taking Shape operates.
• Simply Be: UK plus-size women's clothing retailer offering apparel, footwear, and accessories in extended sizes. Direct head-to-head competitor in the UK market where Taking Shape also operates.
• ASOS (ASOS Curve): UK-headquartered global online fashion retailer with a dedicated ASOS Curve plus-size line. Comparable to Taking Shape in UK digital reach and plus-size customer focus, though broader assortment overall.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ts14plus
• Facebookfacebook.com/takingshapeau
• Instagraminstagram.com/takingshapestyle
• Xx.com/ts14plus

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Taking Shape