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Private equity giants invests in digital plus-size brand BloomChic

BloomChic model
BloomChic offers apparel for mid- and plus-size women.

BloomChic is prepping for its next stage of growth.

The digital-first, affordably-priced fashion site for women who wear sizes 10 to 30 has received an investment from private equity giant L Catterton, one of the world’s largest funds focused on the consumer sector. The amount of the investment was not disclosed.

Leveraging L Catterton's global consumer insights and operating capabilities, BloomChic said it will be better equipped to scale its operations and deliver on its mission for plus-size women, who are currently “underserved, with limited and inferior shopping options.”

The digital retailer noted that about two-thirds of American women wear clothes sized 14 and above, but less than half of the U.S. women's apparel market comprises such clothes and only around 2% of U.S. women's apparel stores are focused on selling such clothes. The global plus-size women’s market is estimated at $186 billion in 2020, with the U.S. accounting for about 45% of that, according to Women’s Wear Daily.

“L Catterton has an impressive track record of helping companies to build iconic brands, broaden product suites, enter new geographic markets, and attract talent,” said Bill Hu, founder and CEO of BloomChic. “We are thrilled to begin working together to better serve the global plus-size women's community."

BloomChic uses what it calls a “data-driven product development process” to identify trending colors, patterns, and fabrics with consideration for different body shapes and the properties of the materials. New offerings are produced and tested in very small batches.

“There is a very real need for women of all sizes to be and feel seen, uplifted by fashion," added Freya Hu, chief product officer of BloomChic. "It is our mission to fulfill this need.”

L Catteron has significant experience investing globally in apparel and digitally-native companies, according to a release. Current and past investments in the space include Savage X Fenty; ba&sh; Just Over The Top (JOTT); Ganni; Sandro, Maje & Claudie Pierlot; Sweaty Betty; and ThirdLove.

"BloomChic puts its customers at the center of everything it does," said Scott Chen, a managing partner of L Catterton. "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."

Dedicated to providing plus-size women with a wide variety of stylish, fitting, and comfortable apparel in a broad range of sizes at affordable price points, BloomChic said it has established itself as a brand that resonates with consumers who embrace female empowerment, body positivity, and social inclusion. The company has a strong following across multiple social media platforms, where it engages consumers with informative content and impactful narratives.

In addition, BloomChic offers in-person events for customers and has brand ambassadors who try on new products and provide real-time feedback on style, fit, and quality.

BloomChic's team is based across Greater China and California, and serves customers spanning the U.S., Canada, Australia, and most parts of Europe.

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