Sad News for Plus-Size Shoppers: Eloquii is Closing Its Doors

This afternoon Eloquii posted the following note on their Facebook wall:

A Special Message to our Fans

For more than a year, eloquii has served you by delivering quality, must-have fashion in sizes that highlight your confident curves. In return, you have given us great feedback about how we can better serve you.

We look forward to offering you new fashion at http://www.eloquii.com through the summer. However, after a year’s test at market, we have decided to phase out eloquii and we have begun discussions with others who have expressed an interest in the future of the brand and/or its products.

Thank you so much for your support and for your feedback as we developed and refined eloquii over the last year. We recognize that eloquii plays an important role in our fans’ lives and look forward to better serving our clients in the future.

 

I’ve got to admit to you all that I’m taking this news pretty hard. Not because I shopped at Eloquii particularly often, because I didn’t (maybe that makes me part of the problem?). The reason that this announcement from Eloquii bothers me so much is because it seems like a real blow to the plus size shopper who has very few fashionable well-made shopping outlets available to her. I’m a curvy gal who can fit into both plus size and traditional sized items. The reason I loved Eloquii is that they took the time to think about curves and how clothing fits a woman’s body. I’ve waxed poetic about their pencil skirt on this site more than a couple of times and it’s one of the staples in my closet because it’s curve flattering and it actually fits the way a skirt is supposed to fit.

In August, I was interviewed by the Chicago Tribune for a piece about plus size shopping trends and said this:

“It’s a crapshoot when you’re shopping online,” Koivu said. “It’s even nicer being able to go into the store and feel the items.”

Ultimately, this is why I feel Eloquii failed. The Limited wasn’t interested in getting Eloquii out into the stores and in front of curvy shoppers. Sure, Chicago had an Eloquii store, but few other cities did. While I do the vast majority of my shopping online, this isn’t the norm for the majority of the shopping public, so instead of going out to find the curvy shopper, Eloquii expected to be found online.

The only positive spin I can take away from all of this is that Linda Heasley recently jumped ship at The Limited to become CEO of Lane Bryant. Assuming that Heasley was responsible for the founding of the Eloquii brand, it makes sense to think that she will bring the same sense of style and detail to the fashions at Lane Bryant. (The timing of Heasley’s departure and the axing of Eloquii also makes me think that The Limited was chomping at the bit to part ways with its plus size sister store.)

If you’ve loved shopping Eloquii, be sure to check the site frequently for what will hopefully be some fab liquidation sales over the coming months!

Do Tell: Are you disappointed about this announcement from Eloquii? What’s your favorite plus-size retailer?

 

3/14 Update: It appears that the Eloquii Clearance Sales Have Begun!



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23 comments on Sad News for Plus-Size Shoppers: Eloquii is Closing Its Doors

  1. Denise
    April 25, 2013 at 11:07 am (12 months ago)

    I am very saddened to hear the news that Eloquii is going out of business. As a plus sized woman, who likes to dress up and look fashionable, finding items, like the ones sold at Eloquii, can pose a difficult feat. I hope that Lane Bryant will improve their selection and quality because us plus sized women need to have a go to shop for our wardrobe needs.

  2. Lesi
    April 30, 2013 at 10:18 pm (12 months ago)

    I love Eloquii!!! I am plus size and I don’t want to dress like Grandma Moses. I like to dress my age and need to try on clothes. It is such a hassle to find clothes that are chic and professional. I don’t understand why more stores weren’t created or clothes put into the limited. So I am back to shopping with my 50+ mother at Lane Bryant and Ashley Stewart. Thank you executives for not caring enough to market a great product! Sincerely, Disappointed. P.S. You have my email address please feel free to send me your amazing swag!

  3. Dee
    May 11, 2013 at 11:47 am (11 months ago)

    I am so upset!!! I really don’t know what I’m going to do… This has been my “go to” place for outfits since I discovered it. As a women with curves it is often hard to find anything of quality that fits just right and is still fashionable and more importantly affordable!

    Unfortunately, curvy women seem to be forgotten by fashion (although there are far more of us here in the world). I depended on Eloquii to keep me in the most current styles (that complimented my assets). I will truly miss the experience I have every time I wear something I purchased from Eloquii… What will I do without Eloquii?

    I hope to hear / read soon reconsideration has taken place – seeing the reaction of the women whose closets are now filled with items purchased from Eloquii. Don’t leave us without the place we have come to know and love!

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