By Danielle Kwateng, StyleBlazer
New is an understatement when it comes to Ellos.US.
The Swedish brand officially launched online this week, even though it was founded in 1947 as a department store. Their social media presence has a long way to go, in a saturated market of e-retailers. But they’re hopeful.
Under the FULLBEAUTY Brands umbrella —that includes swimsuitsforall.com and fullbeauty.com— the size 10 to 34 brand brings another stylish option for plus size babes.
We spoke to Michele Parsons, SVP and general brand manager for Ellos about their debut into the U.S. market.
On the Ellos woman: “The Ellos woman is modern and self-assured. She is young at heart and in mind. She focuses on her family, her home and the world around her. Ellos offers the American women modern pieces which marry simplicity with a love of details resulting in wearable, contemporary clothing at a fantastic value.”
On Ellos’s most popular items: “Ellos best sellers include knit tops, such as peasant tops, distressed denim, dresses, and outerwear with beautiful details.”
On highlight items for Fall 2016: “Key highlights for Fall 2016 include sweaters in elevated textures and fabrics, leather pieces, including pants, top and jacket, wool outerwear in on-trend colors and prints.”
On the impact of Swedish designers in the US (H&M, Tretorn, Acne Studios) and how this is now translating into the plus size market: “Swedish designers bring fashion with simple tailored cuts in elevated fabrics with high perceived value at accessible price points. Ellos offers plus size women the opportunity have a go-to brand for all of her needs. She can to build her wardrobe with a combination of timeless silhouettes and current pieces that fit her life, day to night.”
Shop Ellos.US by heading right here!