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Small is beautiful for etailer Elfin

While plus-size brands have come on leaps and bounds in the past few seasons, arguably less attention has been paid to the slimmer market.

As such, shoppers in sizes two to eight will welcome last week’s launch of womenswear etailer Elfin, the brainchild of founder Natalie Rogers.

This is Rogers’ first business venture and the idea was born out of her own struggle to find suitably small-sized clothing. Setting her sights on high-end names, she’s argued her case convincingly, signing up brands including Kelly Love and Manley to design exclusive bespoke petite collections for Elfin. Other brands include Draw in Light, Rebecca Taylor and footwear from Kat Maconie, in clothing sizes two to eight and shoe sizes one to four.

The etailer is the first of its kind to supply premium labels exclusively for the smaller-sized market.

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