Walmart just made another major acquisition to cash in on a $21 billion opportunity that many retailers have ignored

EloquiiFacebook/Eloquii

  • Walmart is acquiring women's plus-size retailer Eloquii, it announced on Tuesday.
  • It did not disclose pricing details, but sources familiar with the matter told Recode that Walmart will pay $100 million for the company.
  • Women's plus-size apparel is a big business. It generates $21.4 billion of annual sales in the United States and is growing faster than the country's overall apparel market, according to the NPD Group.

Walmart wants in on the plus-size market.

On Tuesday, it announced that it would be acquiring Eloquii, a women's fashion brand that is targeted exclusively at plus-size shoppers. The company was founded in 2011 as part of The Limited but relaunched online as an independent brand in 2014. Since then, it has opened five stores across the United States.

Walmart would not disclose pricing details to Business Insider. However, sources familiar with the matter told Recode that Walmart will pay $100 million for the brand, which is nearly three times Eloquii's annual revenue.

Women's plus-size apparel is a big business. It generates $21.4 billion of annual sales in the US and is growing faster than the country's overall apparel market, according to the NPD Group. Last year it grew 6%, far outpacing sales of women's apparel in general.

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