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Global | Walmart Acquires Eloquii

Oct 15, 2018.Siqi DaiTokyo, JP
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Walmart Inc. announced on October 3 the acquiring of American women's plus size brand "ELOQUII”. The purchase amount is undisclosed, however the transaction is scheduled to be completed by the end of this year. The intention of this acquisition is clear; Walmart is aiming for the US plus-sized market worth US$21 billion. According to published sources, more than half of the women ages 18 to 65 years old are over size 14 in the United States which represents one of the fastest growing segment in women's wear.

ELOQUII offers clothing sizes over 14 and captures fashion-forward designs. The net promoter score (NPS*) is close to 80, which had tripled its sales revenue after 2015.

Meanwhile, Walmart which has been focusing on acquiring EC brands in recent years, has acquired, footwear EC brand Shoebuy, outdoor brand Moosejaw, vintage style women's brand Modcloth, and men's fashion EC Bonobos Inc.

The total acquisition amounts to US$3.8 billion dollars. According to the official site of Walmart Inc., the company's acquisition strategy aims to strengthen and by enhancing both their expertise and assortments. It’s second initiative is to acquire unique digital brands to differentiate and provide customers with products and experiences that can not be found elsewhere. ELOQUII fits into this acquisition strategy.

* NPS = indicator to measure customer loyalty