Freemans Grattan Holdings (FGH) has become the latest home-shopping business to launch a plus-size womenswear brand, in response to the UK’s expanding waistlines.
Curvissa is FGH’s first out-size brand and the group wants to achieve sales of £40m from it within three to five years.
Home-shopping businesses Shop Direct Group and N Brown have also launched plus-size brands, Isme and Fabrici respectively, this year.
Plus-size clothing is forecast to generate 23.2% of all womenswear sales in 2011. The market is set to be worth £4.9bn in 2011 and £6bn by 2015, according to Verdict Research. Curvissa, which has its own website at www.curvissa.co.uk, targets 30 to 55-year-old women in sizes 14 to 32. Prices range from £8 to £59 for tops and £18 to £140 for dresses.
Plus-size retailer Your Clothing is also planning to open a further 52 stores over the next two years.