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Freemans reveals Curvissa to grab plus-size clothing market
29
Apr '11
FGH (Freemans Grattan Holdings), one of the UK's leading home shopping groups, is launching new clothing brand Curvissa into the plus-size female fashion market.

The new brand, named Curvissa, is now live and trades online, offering affordable, on trend women's plus size clothing ranges in sizes 14 – 32. The brand launch is being supported by PR and social media activity.

This is the first plus-size only offering under the FGH umbrella group, which also operates the brands Kaleidoscope, Grattan and Bon Prix, as well as Freemans.

Supporting the launch of the new brand and its focus on real women is Big Brother 2010 Winner Josie Gibson, who, at size 16, will act as the face of Curvissa this year. Celebrity stylist Fiona Parkhouse has also been involved with styling the ranges and the launch of the new Curvissa Facebook community, providing styling tips and advice.

Diane Fowler, Business Unit Director at Freemans, comments on the new offering:

"We wanted to provide a specialist range which offers an extensive selection of fashion, styled to the varying body shapes of real women. In order to make the new brand as relevant as possible in today's market, we held several research focus groups with our target audience of plus-size women aged 30-55, to find out what challenges they face when buying clothes. Many felt extremely restricted in the current market and were still looking for that great plus-size brand.

"Fashion is about making you feel good. Curvissa provides guidance for women on discovering their shape and dressing for it to make them feel fabulous and confident. It's not about hiding your shape away; it's encouraging women to love their curves and embrace them with a great outfit. We're excited about the launch of Curvissa and delighted to have Josie Gibson and Fiona Parkhouse on board supporting the brand."

FGH (Freemans Grattan Holdings)


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