Plus-Size Fashion E-Commerce Site ELOQUII Raises $6M in Series A Funding

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Greycroft Partners leads round as ELOQUII accelerates into new market opportunities.

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We listen to what customers think about the brand and take this knowledge to build an experience that delivers an on-trend and price-conscious experience for a consumer who, quite frankly, hasn’t had the fashion options she should.

ELOQUII, an e-Commerce apparel site designed for fashion-loving women sizes 14-24, announced today that it has raised approximately $6M in a Series A round of funding. With this new support, ELOQUII will continue to deliver trend-right styles as well as expand their offerings and marketing.

Greycroft Partners led the funding round and was joined by investors including Daher Capital, Bassett Investment Group, Fabrice Grinda, Jose Marin, Western Technology Investment, Ben Sun, and Female Founders Fund. Ellie Wheeler from Greycroft Partners and Anu Duggal from Female Founders Fund will join ELOQUII’s current Board of Directors, which includes Founder John Auerbach and CEO Mariah Chase. Wheeler and Duggal will play key roles in the evolution of ELOQUII, bringing their digital expertise and excitement about our customer.

“Our goal is for ELOQUII to be the leader in fashion, sizes 14-24,” states Mariah Chase. “We listen to what customers think about the brand and take this knowledge to build an experience that delivers an on-trend and price-conscious experience for a consumer who, quite frankly, hasn’t had the fashion options she should.”

In its first iteration under The Limited, ELOQUII became a successful plus-size fashion brand with a loyal and vocal consumer audience. Despite early success and month over month growth following its 2011 launch, The Limited closed the division in early 2013 as a result of corporate restructuring. The brand’s supporters, influential fashion bloggers and loyal customers, took to digital and social media to express their loss of a favorite fashion resource, demanding ELOQUII’s return. Encouraged by the loyalty of their consumer base, the original team connected with Founding Investor John Auerbach to explain the vision of rebuilding ELOQUII. As a result, the new ELOQUII successfully re-launched on February 20, 2014, answering the call of an underserved consumer market.

"ELOQUII is uniquely positioned and timed to answer the increasing demand for fashion from this tremendous market segment," said Wheeler. "We believe the addressable market for plus size women’s clothing will continue to increase as more women recognize that fashion can and should exist at every size.”

About Greycroft Partners:
Greycroft Partners is a leading venture capital firm focused on investments in the Internet and mobile markets. With offices in the two media capitals of the world - New York and Los Angeles – Greycroft is uniquely positioned to serve entrepreneurs who have chosen us as their partners. Greycroft leverages an extensive network of media and technology industry connections to help entrepreneurs gain visibility, build strategic relationships, successfully bring their products to market, and build successful businesses. Greycroft manages $600 million and has made over 100 investments since inception, including leading companies such as AppAnnie, Baublebar, Braintree, Buddy Media, Collective, Extreme Reach, Huffington Post, JW Player, Klout, Maker Studios, Plain Vanilla, Pulse, TheRealReal, Trunk Club and WideOrbit. For more information please visit the Greycroft Partners website at http://www.greycroft.com.

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Amanda Garland
ELOQUII
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