Fullbeauty Brands

Fullbeauty Brands is an American plus size women’s and men’s apparel and home goods holding company based in New York City. As of November 2017 the company's CEO was Emilie Arel.[1]

Fullbeauty Brands
IndustryOnline Retail
Founded1901
Headquarters
New York City
,
USA
Area served
Nationwide
Key people
Emilie Arel, CEO
ProductsPlus size clothing, big & tall clothing
Websitewww.fbbrands.com

History

Fullbeauty Brands was founded in 1901 in New York, New York. In 1924, the company launched its first fashion catalog. In 1941, the mail order business moved to Indiana where the company fulfills catalog and online orders from its fulfillment centers in Indianapolis and Plainfield. In 1999, the company’s call center was opened in El Paso, Texas.[2]

In February 2013, the company was purchased by Charlesbank Capital Partners and Webster Capital. In 2015, the company rebranded itself, it was previously known as OSP Group.[3]

In October 2015, Fullbeauty Brands was acquired by Apax Partners. [4][5]

Brands

Fullbeauty is an umbrella holding company with multiple brands under its label. These include Woman Within, Roaman's, fullbeauty.com, Jessica London, ellos, swimsuitsforall, KingSize, and BrylaneHome.[6][7]

Support for the Body Positive Movement

Fullbeauty has sought to support the Body Positive Movement in promoting messaging that runs contrary to the trend of using extremely skinny fashion models.[8] In 2015 the company ran a campaign called "OwnYourCurves" which sought to alter consumers' perceptions of size and shape as it related to beauty through the positive portrayal of "plus size" women.[9] Meghan Trainor partnered with the company in the campaign.[9][10]

References
  1. "FULLBEAUTY Brands, Inc.: Private Company Information - Businessweek". Bloomberg.com. Retrieved 2015-10-10.
  2. "Our History | FULLBEAUTY Brands". Fbbrands.com. 2014-06-20. Retrieved 2015-10-10.
  3. Hillary Canada (2015-08-18). "Apax Buying Controlling Stake in FullBeauty Brands". Pevc.dowjones.com. Retrieved 2015-10-10.
  4. Dunford, Thomas (2015-10-07). "The Morning Leverage: TPG Closes $2 Billion Real-Estate Fund". Retrieved 2015-12-03.
  5. Idzelis, Christine. "A Tale of Two Loan Markets". Bloomberg.com. Retrieved 2015-12-03.
  6. "FULLBEAUTY BRANDS, INC. Company Profile". Hoover's. Retrieved 2016-12-09.
  7. Lockwood, Lisa (2016-08-08). "Fullbeauty Brands Launches Ellos as Plus-Size Brand for Online and Catalogue". www.wwd.com. Retrieved 2016-12-09.
  8. Zulch, Meg. "This Holiday Clothing Ad From Full Beauty Is Ridiculously Body Positive". www.bustle.com. Retrieved 2016-10-11.
  9. Reed, Sam. "Meghan Trainor Fronts Fullbeauty Brands' #Ownyourcurves Campaign". The Hollywood Reporter. Retrieved 2016-10-11.
  10. Vena, Jocelyn (March 25, 2015). "Meghan Trainor Announces Partnership with FullBeauty Brands". Billboard. Retrieved 2016-10-11.
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