An Update On Core Aspects Of
Although the site is new to the market, its founders are not new to the retail game. Founded by a team of four former Gilt executives, the brand’s mission is to provide excellent customer service, focusing on wardrobe solutions, size and fit, as well as incorporating fun back into the online shopping experience. “The majority of American women are size 10 or higher,” says Brooke Cundiff, co-founder and Chief Merchandising Officer. “Yet traditional retailers don’t cater to them. They limit their selection and push their offerings into a corner of the women’s floor or bury it at the bottom of their web page. Fashion has been too exclusionary for too long. We want to change this, starting now.” The British size-inclusive brand is relaunching – and in a major way. The brand will offer U.S.-exclusive collections (available in sizes 6-28) inspired by specific regions in the U.S., which is highlighted by their new campaign, shot in Palm Springs and L.A., and featuring Natalie Nootenboom (niece of supermodel Devon Aoki and DJ Steve Aoki) and Sports Illustrated swimsuit model and face of Khloé Kardashian’s Good American denim brand Sarina Nowak, modeling swimwear, athleisure and festival collections. “We have a responsibility to empower women and this comes in many different forms,” says Rich Storer, U.S.
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