FullBeauty Brands acquires CUUP
FullBeauty Brands announced on Thursday that it has acquired CUUP, a U.S.-based digitally native size-inclusive intimates brand, adding CUUP to its growing portfolio of high-growth brands.
Terms of the deal were not disclosed.
The New York-based size-inclusive company said it acquired CUUP, as it aligns with its “mission to bring size-inclusive, high-quality and stylish brands to consumers,” according to a press release. FullBeauty Brands said plans to add CUUP to its new digital mall – currently occupied by brands Eloquii, June+Vie and Swimsuits for All – by fall 2023.
“We are thrilled to welcome CUUP and the CUUP team to the FullBeauty Brands family, as we continue to grow as the leading destination for great fitting, quality, on-trend, size-inclusive apparel,” said Jim Fogarty, FullBeauty Brands CEO. “As an innovative, high-growth brand seeking to disrupt the intimates category, CUUP is an exciting addition to the FullBeauty Brands portfolio. CUUP enables us to further tap into the growing intimates addressable market, extends our reach among a new demographic of customers, and expands our offerings to our existing customers. As we look to scale and grow, CUUP will bring excitement to our new digital mall. We look forward to leveraging our platform to elevate the brand to the next level.”
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FullBeauty’s acquisition of CUUP comes three months after the size-inclusive brand acquired fellow plus-size brand Eloquii in April, from Walmart.
