Dive Brief:
- Making its definitive entry into wedding apparel, Eloquii is introducing a wedding collection for sizes 14 and above, according to an announcement emailed to Retail Dive. The brand is debuting the collection during Bridal Fashion Week in October.
- The clothing is available in various fabrics, including tulle, satin, lace and sequins. The 50-piece collection features slip dresses, jumpsuits and gowns. The separates, dresses and formal gowns begin at $49, $89 and $299, respectively, according to the announcement.
- The first collection is exclusively available on the brand’s website. The company will later release seasonal bridal collections.
Dive Insight:
The decision to debut its bridal collection came after Eloquii conducted focus groups with its customers who expressed interest in wedding styles, the brand said in an email to Retail Dive. It also said it noticed an uptick in wedding-related searches in 2021 and spotted customers posting Eloquii outfits on Instagram.
“Bridal by Eloquii is for the modern, fashion-loving, sophisticated bride who isn’t being serviced with accessible options in sizes 14-28. We have curated the ultimate wedding wardrobe at an accessible price, with expert fit and elevated silhouettes,” Yesenia Torres, creative director at Eloquii, said in a statement. “The collection features exquisite dresses and looks for every occasion related to the wedding, from the bridal shower and bachelorette party, to the big day. Every look was thoughtfully designed to suit every bride’s taste, including extravagant statement gowns, stunning slip dresses, chic jumpsuits, decadently soft silk ensembles, and voluminous sleeves for timeless looks.”
The launch of Eloquii’s bridal collection follows its previous experimentation with the bridal category two years ago. In February 2020, Eloquii partnered with Ella & Oak to host a tour of bridal pop-in shops in Atlanta, New York City, Washington, D.C. and King of Prussia, Pennsylvania. During pop-ins, shoppers could browse products for engagement parties, bachelorette parties, bridal showers and their wedding day.
The expansion into the bridal category follows Walmart’s acquisition of Eloquii in 2018 for $100 million, placing it alongside other digitally native Walmart brands like Bonobos and ModCloth, though the latter was sold off in 2019. The addition broadened Walmart’s online product assortment.
Eloquii’s launch into bridal also follows Anthropologie’s expansion of its bridal offering in the plus category. Anthropologie’s subsidiary brand, BHLDN, in August 2020 launched an extended-size bridal collection complete with more than 30 bridal gowns and 20 bridesmaid dresses ranging from size 0 to 26W. Alongside its private label dresses, BHLDN also had dresses from designers such as Hayley Paige, Amy Kuschel and Adrianna Papell in the collection.
