Walmart has snapped up another hip clothing brand as it continues to look for ways to appeal to younger shoppers.
It will acquire Eloquii, a fashion startup that sells plus-sized clothing through its own website and five of its own stores.
Plus-size apparel is part of a $21bn market and represents one of the fastest growing segments in women’s apparel. Walmart said the Eloquii’s revenue had grown threefold since 2015.
“[Plus size] customers have been historically underserved, with clothing limited by its lack of fashion, lack of fit, or both,” it said.
Walmart has previously acquired small hip brands like Modcloth and Bonobos to complement its online assortment.