Photo: Courtesy of Cuup
FullBeauty Brands announced on Thursday that it’s acquiring Cuup, the beloved intimates brand built on embracing customers’ natural forms. The terms of the deal weren’t shared.
Since launching in late 2018, Cuup has become a favorite in a growing market of direct-to-consumer undergarment brands for its minimal unlined designs, approach to fit and fun colorways. It’s been in expansion mode in the past few years, first diving into swim in 2021 and, most recently, releasing its first-ever wireless bra, reworking its beloved Plunge silhouette in its popular modal fabric this past June. Sizing-wise, it offers A to H cups, 30 to 44 bands and XS to 3XL underwear.
According to a press release, this acquisition is part of FullBeauty Brands’ “long-term strategy of expanding its customer base [and] reaching new demographics.” The company owns several plus-size fashion brands, such as Jessica London, OneStopPlus and Swimsuits For All; in April, it bought Eloquii.
With that last purchase, FullBeauty Brands aimed to expand its recently-launched “digital mall with top-tier size-inclusive apparel brands.” Cuup will join that roster in the fall.
“Cuup enables us to further tap into the growing intimates addressable market, extends our reach among a new demographic of customers and expands our offerings to our existing customers,” Jim Fogarty, FullBeauty Brands CEO said, in a statement. “As we look to scale and grow, Cuup will bring excitement to our new digital mall. We look forward to leveraging our platform to elevate the brand to the next level.”
Eloquii Brand Leader and Head of FullBeauty’s Digital Mall Julie Carnevale added: “Cuup sits at the intersection of style and function, and the level of connection that the brand has with its customers will allow us to uncover meaningful data and insights that will inform how we continue designing our new digital mall.”
Fashionista has reached out to Cuup for comment, and will update this story when we hear back.
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Source: Fashionista.com