Freemans Grattan Holdings has launched online plus-size women’s fashion brand Curvissa, which it estimates will achieve sales of up to £40m within three to five years.

Curvissa, which launched on Monday, is Freemans Grattan Holdings’ first outsize brand. The group is aiming to profit from the growing number of larger women.

Research consultancy Verdict forecasts that 23.2% of all womenswear sales will be plus-size this year. Verdict predicts the market will be worth £4.9bn this year and will grow to £6bn by 2015.

Plus-size retailer Yours Clothing is also benefiting from the trend. The 39-store retailer is planning to open a further 52 stores in the next two years.

Freemans business unit director Diane Fowler said: “It’s a growing market with room for another player. Our research showed that our target market still feels restricted in the current market. Over the next three to five years we’d be looking to achieve sales of £30m to £40m.”

Curvissa targets women aged 30 to 55, stocking sizes 14 to 32.

The brand is affordable and trend-led, according to Fowler. Prices range from £18 to £61 for trousers and from £18 to £140 for dresses.

Curvissa advises on the latest trends and features a shape calculator in which shoppers enter their vital statistics to find both trends and individual products that match their shape.

Curvissa will be set apart from fellow plus-size retailers Evans, Simply Be and Yours Clothing by the depth of its range, Fowler claimed. The site launched with 5,000 products.

Retail Week Knowledge Bank director Robert Clark said: “Plus size is an increasing feature of most high street fashion retailers. They are continually adding sizes.

“It’s a fact that the population is getting bigger - there’s clearly an opportunity. It’s just surprising that Freemans haven’t done it before.”

Topics