Louise Bailey, womenswear brand and concession buying manager, said: “As a reaction to the growing demand for more plus size womenswear, we have created an online boutique that showcases some of the most exciting brands from around the world.”
In addition, the boutique will also house occasionwear label Viviana, which specialises in eveningwear options, classic British lifestyle brand Chesca and there will be two new additions to the UK market premium label Persona and Taking Shape.
HoF to offer dedicated plus-size online shop
The store will also include lingerie, hosiery and swimwear brands that specially cater for larger sizes. Charnos XeLence hosiery, which includes Lycra Xceptionelle technologies ensuring the tights are shaped to the body for a perfect fit, will be available up to a size 32, while lingerie brand Freya will offer their form fitting lingerie and swimwear up to a K cup.
Bailey added: “We know our customers are women who want trend led pieces and won’t compromise on style or fit so we have carefully selected an assortment of brands that together create the style conscious woman’s perfect wardrobe.”
This marks the first dedicated plus size section for the premium department store and shows that retailer’s are seeing the potential of plus size collections. Later this month, Mango is set to enter the plus size market with an online launch of its Violeta by Mango line, which will offer 400 pieces of “comfortable, feminine and modern garments” for women in sizes 12 to 24.
HoF’s dedicated plus size online store launches March 2014 at houseoffraser.co.uk and will offer sizes from 14 to 28.Image: Juna Rose