Fullbeauty Brands History
Earlier company descriptions, brand line-ups, store counts and photographs from the history of Fullbeauty Brands, kept for historical reference.
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The Company Description of Its Time
Fullbeauty Brands is filed as a house of brands with a single customer at its center: their business began in 1901 with a mission to serve the plus-size customer, and more than 100 years later they have stayed true to this mission, providing quality plus-size products at affordable prices with plus-size expertise the filing calls unparalleled in the industry. FULLBEAUTY Brands styles itself - in the historical record's capitals - the most trusted, comprehensive resource for plus-size women and men seeking fashion inspiration, style advice, and clothing tailored to their individual needs. Recognizing beauty has no boundaries, the company inspires, engages and empowers full-figured women to live life to the fullest. Plus-size clothing is treated on this page, as across the directory, in strictly product terms: brands, categories, prices and fit expertise.
A Century in Catalogs: The Filed History
The company history in the historical record is a timeline of American distance selling, and it is kept whole because each date is a fact a researcher may cite: founded in New York in 1901; 1924, launched its first fashion catalog - the start of the mail order business, today known as Woman Within; 1941, the mail order business moved to Indianapolis, Indiana; 1982, acquired Roaman's; 1995, acquired KingSize; 1997, acquired Jessica London; 1998, launched BrylaneHome, a home and lifestyles brand; 1999, opened a Customer Support & Sales Center in El Paso, Texas; 2001, launched its first e-commerce websites; 2005, launched Bargain Catalog Outlet (BCO); 2007, launched fullbeauty.com, the world's first and only webmall for plus-sizes, founded as OneStopPlus.com; 2011, launched fullbeauty as a plus-size lingerie brand; 2014, acquired swimsuitsforall; 2015, the company changed its name to FULLBEAUTY Brands.
Read as a story, the timeline shows a catalog company absorbing its competitors one brand at a time - Roaman's, KingSize, Jessica London, swimsuitsforall - while converting a mail-order list into websites, a webmall and finally a house name that describes the customer rather than any single label. Set beside Fashion to Figure in this letter, the contrast is the plus-size market's two models: Fullbeauty the century-old portfolio, gathered brand by brand; Fashion to Figure the single specialist label with a slogan. The routes place the company on the directory's plus size clothing stores and big and tall clothing stores pages, where its brands are shopped rather than studied.
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