FullBeauty Enlarges Brand Portfolio with Avenue Purchase

Image courtesy FullBeauty

FullBeauty Brands will buy the Avenue brand from City Chic Collective, a publicly traded Australian company. Financial terms of the purchase were not disclosed.

This marks FullBeauty’s fourth acquisition in just over one year, following its purchases of Dia, an online inclusive fashion marketplace; CUUP, a digitally native size-inclusive intimates brand; and Eloquii, a digitally native vertical brand offering size-inclusive fashion and on-trend apparel that FullBeauty bought from Walmart in April 2023.

Avenue had declared bankruptcy in August 2019, closing all its 220+ stores but maintaining a digital commerce presence. FullBeauty will integrate into its “classic digital mall,” including Avenue brands such as Aveleisure, Cloudwalkers, Zim Zoe, Loralette, Avenue Studio, Aveology and Avenue Body.

“Avenue is a unique opportunity for us to expand our offerings to our classic digital mall customers,” said Jim Fogarty, CEO of FullBeauty Brands in a statement, “Avenue is a well-known plus-size brand with solid, unaided awareness amongst our boomer demographic, and we hope to follow our Catherine’s playbook with this Avenue acquisition.”


In September 2020 FullBeauty purchased Catherines from Ascena Retail Group for $40.8 million.

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