Dive Brief:
- Adding to its list of direct-to-consumer brands, private equity firm L Catterton has announced its investment in BloomChic, a plus-size digital retailer founded in 2021, according to a Monday press release. The size of the investment was not disclosed.
- L Catterton’s investment will help the brand during its next growth stage, allowing BoomChic to scale its operations better, per the release. The firm has previously invested in brands such as Ganni and Savage X Fenty.
- BloomChic, which focuses on clothing for women sized 10 to 30, said it uses data to develop new products based on trending patterns, colors and more. The brand produces products in small batches, per the release.
Dive Insight:
L Catterton is placing its bet on a size-inclusive brand with this latest investment, taking special interest in the customer connection BloomChic appears to hold.
"BloomChic puts its customers at the center of everything it does," Scott Chen, managing partner at L Catterton, said in a statement. "This is evident not only from the range and quality of its products, but also the meaningful connections it has formed with customers and its culture of ensuring that the plus-size voice is heard. We look forward to partnering with its management team to deepen the brand's presence in the market and create greater value for its customers."
The firm has previously invested in DTC brands such as ThirdLove, Sandro, Tula Skincare and Merit. It has sold off some previous investments, including Sweaty Betty in August of last year to Wolverine Worldwide. Multiple reports from April said that L Catterton was also among a variety of private equity firms who were in talks to buy toy company Mattel.
The interest in inclusive sizing continues to grow across the retail industry, creating space for new DTC brands and pushing further investments from established retailers. Dia & Co. acquired luxury plus-size retailer 11 Honoré in June, and beachwear brand Cupshe launched its first plus-size swimsuit line in July. Lingerie brand Victoria’s Secret, which has undergone a rebrand to appeal to a more diverse consumer base, released XXL-sized swimwear for its Pink brand in February.
BloomChic is focused on diversifying the shopping options for plus-size women who it says are underserved, with Chief Product Officer Freya Hu adding "there is a very real need for women of all sizes to be and feel seen, uplifted by fashion. It is our mission to fulfill this need."
