Q&A with Michele Crawbuck, vice president and brand manager
Ted Vayos, BODY: Describe your store.
Michele: FullBeauty.com is the premier website for plus-size bras — offering the best and largest selection of styles, sizes, colors, and brands; validated by our expertise in plus size fit, quality, innovation, and service; surrounded by a full wardrobe of complimentary plus size lingerie; allowing every woman to feel alluring and confident in expressing her own version of sexy. FullBeauty.com features more than 600 items from 30 proprietary and national brands, including bras, panties, shapewear, hosiery, slips, camisoles, sleepwear and robes.
Ted: What makes your store special?
Michele: In addition to offering the top national brands in the industry, we will offer our own proprietary brands — Comfort Choice, Amoureuse, Dreams and Co., and Avenue Body — all of which adds up to the largest selection of plus-size bras in the world. We have a dedicated team of expert technical designers and design visionaries who create a synergy between the latest designs, colors, and functionalities. Fullbeauty.com has challenged “industry wisdom” by creating the reversible bra, the side wire bra, and the posture support bra, among others. FullBeauty.com offers true innovation in design and function and a no-compromise shopping experience. Built to revolutionize the bra-shopping experience for women, one visit to FullBeauty.com will have women finding product expertise, selection and an unbelievable range of sizes and colors they haven’t been able to find anywhere else.
Ted: What are you looking for in a brand?
Michele: We are looking to sell plus size bras that are functional and beautiful while still offering the customer a variety of colors and sizes. Brands that are important to this website are Comfort Choice, Amoureuse, Dreams and Co., Avenue Body, Chantelle, Elomi, Fantasie, Freya, Lunaire, Le Mystere and many more.
Ted: Describe popular styles or trends in your store.
Michele: While the website just launched, we anticipate our bestsellers to be the patent-pending side-wire bra and reversible bra by Comfort Choice as well as embroidered bras in a vast assortment of colors by Amoureuse.
Ted: What is your size and price range?
Michele: Bras transcend any age or income level. Because of this, we will be selling bras from $9.99 to $129.99 in sizes 36B to 50N.
Ted: What is your average customer size?
Ted: What does the average customer spend per visit to your store?
Ted: Describe your customer base.
Michele: Women of all ages and income levels.
Ted: What other information do you wish to provide?
Michele: This new lingerie website is a natural extension of Redcats’ OneStopPlus Group plus-size women’s apparel business and is validated by its expertise in plus-size fit, quality, innovation and service. Fullbeauty.com is the ultimate solution for the 62 percent of U.S. women who are plus size and the 80 percent who are wearing the wrong bra size. FullBeauty.com provides an incredible selection of lingerie that has been especially designed for curvy women.