Plus-sized fashion is big business.

With the plus-sized clothing market standing at $288 billion in 2023 and projected to rise to $501 billion by 2033, industry players are jockeying for position in mid-2023.

This week FullBeauty Brand acquires size-inclusive intimates brand CUUP, which adds another niche to its line-up in the expanding size-inclusive apparel market.

The deal, first disclosed by Retail Dive, was announced on July 20, 2023. No terms were included in the announcement.

FullBeauty said the Cuup deal is “the latest milestone” in its “long-term strategy of expanding its customer base, reaching new demographics, and stacking its new digital mall with top-tier size-inclusive apparel brands."

FullBeauty Brands, with $1 billion in annual revenues and five million customers, aims to add Cuup to its new digital mall – currently occupied by on-trend plus-sized apparel brand ELOQUII (which the company purchased in April), June+Vie and Swimsuits for All – by fall 2023.

“As an innovative, high-growth brand seeking to disrupt the intimates category, CUUP is an exciting addition to the FullBeauty Brands portfolio,” company CEO Jim Fogarty said in a statement. “Cuup enables us to further tap into the growing intimates addressable market, extends our reach among a new demographic of customers, and expands our offerings to our existing customers.”

Cuup sells intimate women’s clothing, focusing particularly on the large bra cup market.

On its website, the New York City-based company stated that "More than 2/3 of women in the U.S. wear a D cup or larger.” The company recently announced its line of women’s-ware is now available at Bloomingdale’s flagship Manhattan store on 59^th Street.

FullBeauty’s come a long way since it declared bankruptcy in 2019, which resulted in the company slashing approximately $900 million in company debt. 

Along with its pick-ups of Cuup and ELOQUII, the company also purchased plus-size apparel company Catherines in 2020.