Dive Brief:

• Plus-size retailer Eloquii is working with with Reese Witherspoon’s Southern lifestyle brand Draper James for a limited collection, according to both companies.

• The 30-piece collection in sizes 12-28 includes spring dresses in floral prints and bold stripes, gingham separates, and feminine blouses with ruffle details, along with accessories like canvas tote bags, printed napkins, candles, and cosmetic pouches, each brand said in press releases emailed to Retail Dive.

• The limited spring/summer capsule, which launched Tuesday and is priced $55-$225, is also available at Draper James and Eloquii stores and through Rent the Runway, the companies said.

Dive Insight:

Online plus-size fashion brand Eloquii was originally founded by The Limited in 2011, but was quickly discontinued. Seeing potential in the market, Limited employees revived it as a pure-play online retailer in 2014, and in 2016 the company announced a $15 million Series B round of funding and last year began opening stores in Columbus, OH, Washington D.C. and Chicago.

Eloquii is demonstrating both the potential of the plus-size market for fashionable, on-trend styles and the importance of physical stores when it comes to growth. Target, Meijer, Walmart and even Neiman Marcus have all expanded assortment and brand offerings in extended sizes to meet demand.

The brand, which offers styles at various price points in sizes 14 to 28, has offices in Columbus and New York, debuts new collections monthly and creates personalized marketing through social media and content on its own site. Draper James has four locations in southern cities and several SKUs are available at Nordstrom. 

"When Reese and Draper James, a woman and brand we admire for Southern charm, hospitality and style, approached us to partner, we jumped at the opportunity," Eloquii Creative Director Jodi Arnold said in a statement emailed to Retail Dive. "We are so happy to create a timeless and playful collection with a brand that shares our core values that all women should have access to amazing fashion."

The plus-size market accounted for 17% of the U.S. women’s apparel market in 2015, according to NPD Group’s Consumer Tracking Service. U.S. sales of women’s plus-size apparel, which includes plus-size/full-figure, petite plus and junior plus sizes rose 5% in the 12 months ending February 2015 to $19.8 billion, and 3% in the 12 months ending February 2016 to $20.4 billion, NPD found. 

The partnership is an opportunity to both introduce more women to Draper James's Southern-flavored landscape and answers a call from customers, Draper James creative director and founder Witherspoon said in a statement to Retail Dive. "Here at Draper James we care deeply about our customers' feedback and they've consistently asked for expanded sizing. We were determined to set out to find the right partner to better serve her, which led us to Eloquii, a brand whose fashion and fit we love," she said. "We are thrilled to invite more women into the family with the Draper James for Eloquii collection."