Anthropologie is the latest major retailer to extend sizing for full-figured consumers, introducing what it calls “APlus” into a select number of stores to test feedback in anticipation of a wider rollout.
APlus officially launched on Mar. 15 on the retailer’s website and in 10 store locations Anthropologie selected to gauge consumer response. The first APlus by Anthropologie collection contains more than 120 different styles and includes sizes 16W to 26W for Spring ’19.
“This is an exciting starting point for Anthropologie. Our goal is to be a destination for everyone wanting to express their personal style and to feel like their best selves,” Richa Srivastava, Anthropologie managing director of design, said in a statement. “At launch, we’ll offer a great range of options and an exceptional shopping experience. We’ll evolve both as we move forward, adding more styles and locations as we learn from customer feedback.”
This will not be the first time that Anthropologie has increased the breadth of its sizing options. In the fall of 2012, the retailer added a range of petite sizes spanning 0P to 14P. APlus includes many of the brand’s “best-loved” labels including Essentials by Anthropologie, Letterpress, Maeve and Pilcro. Outside of its own brands, APlus also includes apparel from some of Anthropologie’s regular partners, including DL1961 and Cloth and Stone.
“It’s a joy to see APlus by Anthropologie come to life. We’ve been working toward this moment for a long time,” Aly Kauffman, Anthropologie specialty sizes buyer, added. “We approached it in a considered way, taking the time to design a collection that would truly make our customer happy. APlus by Anthropologie is debuting with a vast assortment of styles and product categories—an assortment that we look forward to growing as our customer shares her wants and needs.”
To showcase APlus, Anthropologie produced a short film with models Ali Tate, Candice Huffman and Paloma Elsesser, called “Late to the Party, which it filmed in Mexico City.
Earlier in March, the URBN Group, which operates Urban Outfitters and Free People in addition to Anthropologie, reported strong income and earnings throughout the year. Anthropologie led the way in sales, with its 3.9 percent increase in year-over-year sales. The retailer also announced a partnership with Nordstrom to include its Home product line in its stores.
Anthropologie says it has plans to introduce the collection to more store locations throughout the year. With the introduction of APlus, women shopping at Anthropologie can shop apparel in sizes 00P to 14P, 00 to 16 and 16W to 26W.