FullBeauty Brands announced on Tuesday a definitive agreement to acquire Avenue Stores from City Chic Collective Limited, an Australian publicly traded company. 

Avenue, a U.S.-based digital retailer specializing in plus-size fashion for value-conscious women aged 25 to 55, will become a key part of FullBeauty’s expansive portfolio. Avenue shuttered its brick-and-mortar stores across 35 states in 2019, but has maintained a strong presence online through Avenue.com and several other e-commerce platforms.

With this acquisition, Avenue.com and its associated brands, including Aveleisure, Cloudwalkers, Zim Zoe, Loralette, Avenue Studio, Aveology, and Avenue Body, will be seamlessly integrated into FullBeauty.

“We are excited to welcome Avenue to the FullBeauty Brands family, which we believe will further our leading position in size-inclusive fashion as the one-stop destination for great fitting, quality, on-trend, size-inclusive apparel,” said Jim Fogarty, FullBeauty Brands CEO. 

“Avenue is a unique opportunity for us to expand our offerings to our classic digital mall customers. Avenue is a well-known plus-size brand with solid, unaided awareness amongst our boomer demographic and we hope to follow our Catherine’s playbook with this Avenue acquisition.”

The “Catherine’s playbook” Fogarty refers to is FullBeauty’s successful transformation of Catherine’s, another plus-size brand acquired in 2020.

The acquisition of Avenue is the fourth in a series of strategic moves by FullBeauty within the past year. Other recent acquisitions include Dia, an inclusive fashion marketplace known for its personalized styling services; Cuup, a disruptive brand in size-inclusive intimates; and Eloquii, a digital native brand offering trendsetting, size-inclusive apparel.

“We hope to execute the same with Avenue and build on the successes from Catherine’s,” Fogarty added. “We are building a U.S.-based brand team to singularly focus on delivering for the Avenue customer. We are also rooting for our seller and a strong City Chic brand, as City Chic will continue to be sold both on Avenue.com and by our most recent acquisition, Dia.”