Curvissa

April 28, 2011 10:16 ET

Freemans Reveals Curvissa, the New Plus-Size Clothing Brand for Real Women

Launch Supported by Celebrity Josie Gibson

BRADFORD, UNITED KINGDOM--(Marketwire - April 28, 2011) - FGH (Freemans Grattan Holdings), one of the UK's leading home shopping groups, is launching new clothing brand Curvissa into the plus-size female fashion market.

The new brand, named Curvissa, is now live and trades online at http://www.curvissa.co.uk/, offering affordable, on trend women's plus size clothing ranges in sizes 14 – 32. The brand launch is being supported by PR and social media activity.

This is the first plus-size only offering under the FGH umbrella group, which also operates the brands Kaleidoscope, Grattan and Bon Prix, as well as Freemans.

Supporting the launch of the new brand and its focus on real women is Big Brother 2010 Winner Josie Gibson, who, at size 16, will act as the face of Curvissa this year. Celebrity stylist Fiona Parkhouse has also been involved with styling the ranges and the launch of the new Curvissa Facebook community, providing styling tips and advice.

Diane Fowler, Business Unit Director at Freemans, comments on the new offering:

"We wanted to provide a specialist range which offers an extensive selection of fashion, styled to the varying body shapes of real women. In order to make the new brand as relevant as possible in today's market, we held several research focus groups with our target audience of plus-size women aged 30-55, to find out what challenges they face when buying clothes. Many felt extremely restricted in the current market and were still looking for that great plus-size brand.

"Fashion is about making you feel good. Curvissa provides guidance for women on discovering their shape and dressing for it to make them feel fabulous and confident. It's not about hiding your shape away; it's encouraging women to love their curves and embrace them with a great outfit. We're excited about the launch of Curvissa and delighted to have Josie Gibson and Fiona Parkhouse on board supporting the brand."

Further findings from the research showed that many women lack confidence when it comes to dressing for their body shape and welcome advice on doing so. Range was highlighted as a priority, as it was felt that plus-size brands only take up a small corner of the high street currently, with fit options limited.

Curvissa's first collection is Spring/Summer. Orders can be made online at http://www.curvissa.co.uk/ and payment method is credit or debit card.

Visit Curvissa at www.curvissa.co.uk and on Facebook www.facebook.com/Curvissa.

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