Myer and Big W eye plus-size expansion
Wednesday, July 20, 2011/
Retail heavyweights Myer and Big W are expanding their clothing ranges for the plus-size market, suggesting there could be an opportunity for start-ups to do the same.
As the nation’s girth grows, both chains will soon release exclusive lines catering for curvier women, hushing critics who claim shapelier customers are forced to squeeze into ill-fitting garments.
Myer’s new in-house brand is due to hit shelves in coming months. The plus-size specialty garments are being designed by an internal team.
“We see this as an opportunity and a growth area, given increasing demand. We haven’t settled on what it will be called but it will replace our former Big is Beautiful range,” a spokesperson says.
Meanwhile, Big W’s Avella clothing line of summer casuals, for size 16 and up, will be launched later this month.
“This is the first time we have created a range especially for plus sizes, rather than simply sizing up clothes really suitable for smaller figures,” the company says.
The push comes as Aussie waistlines dramatically expand, indicating demand is growing for clothing retailers to look beyond size six and cater for the influx of full-figured women.