Author: Marianne Wilson
Source: CSA The Business of Retail
A digitally native retailer owned by Walmart is expanding in brick-and-mortar.
Eloquii, which offers trend-driven fashions for women sizes 14 to 28, has opened its sixth store, in Manhattan’s SoHo shopping district. The SoHo outpost first debuted as a month-long, holiday pop-up shop last December. After greatly exceeding expectations, the company officially re-opened its doors. Notably, Eloquii is the only retailer dedicated to sizes 14+ in one of the city’s most popular shopping areas.
The 2,500-sq.-ft. space features an assortment of fashion-forward pieces, including dresses, special occasion styles, workwear, essentials, outerwear, separates and swim.
In-store offerings also include the brand’s signature complimentary personal styling program, which is offered at all Eloquii stores. Shoppers can sign up to experience one-on-one appointments, group styling sessions or stylist parties with trend and fit experts. Unique to the SoHo location is an on-site technical designer will work closely with customers, trained by the Eloquii in-house design team, to advise shoppers on the brand’s expert fit technique.
Designed by the Eloquii team, the new store features feminine and polished décor in a neutral color palette that allows the brand’s vibrant collections to stand out. The fitting room area is custom designed to feel open, spacious and inviting. The storefront window will continuously be updated to reflect the brand’s current campaign, collaborations or brand ethos.
“This is such an exciting moment for the brand as NYC is an important market to our shopper,” said Mariah Chase, CEO of Eloquii. “We are here today because of the amazing love and support from our customers. This new location will offer our customer another destination that’s dedicated just to her.”
Eloquii was launched in 2011 by The Limited, but was shut down a year-and-half later as part of a company restructuring. With the help of former employees and an investor, the brand relaunched as an independent, vertically-integrated e-commerce business specializing in fast-fashion for sizes 14 and above. The brand was purchased by Walmart in fall 2018. Under the terms of the deal, Chase, her executive team and the company’s 100 employees joined Walmart’s U.S. e-commerce division.
Eloquii’s additional stores are located at Fashion Centre at Pentagon City in Arlington, Va.; The Shops at North Bridge in Chicago; Twelve Oaks Mall in Detroit; The Galleria Shopping Center in Houston; and Dadeland Mall in Miami.