Australian plus-size brand Taking Shape arrives in the UK

Australian fashion retailer Taking Shape, which caters for women in sizes 14 to 26, is targeting the UK’s plus-size market by opening up to 30 high street stores by early next year. Founded 28 years ago, Taking Shape operates 130 stores across Australia

and New Zealand, and this month it began its assault on the UK market with the opening of stores across ‘market towns’ including Horsham, Kingston, Solihull, Taunton and Leamington Spa, in addition to Liverpool and Newcastle, which were targeted for their “community” feel.

By the end of October the brand known for its ‘celebrate your curves’ motto in Australia will have opened 14 stores, as well as an e-commerce platform in the UK, with plans to open further boutiques before Christmas. Billed as a ‘one-stop’ shop offering everything from daywear to active wear, Taking Shape’s stores are designed to make customers feel comfortable, featuring larger fitting rooms, size 16 mannequins to showcase the collection appropriately, as well as employing in-store stylists who have been trained to advice and style “curvy figures”. Taking Shape managing director Alla Buinowicz said: “We’re excited to have arrived on the UK high street and into such a strong plus-size fashion market. We believe that there is a great demand here for both our garments and commitment to providing a unique and caring shopping experience.

“Everything we do is about you, the customer, what makes you look good and what makes you feel great! We’re more than just a retailer; our goal is for women to enter as customers and leave as friends!”

Plus-sized retailer Taking Shape launches in the UK

The newly-launched shops and website represent the brand’s first foray into the international market, with the UK chosen due to its “greater affinity” with the brand over other target markets. However, the Australian brand will be up against tough competition from plus-sized market leader Evans, which has more than 200 outlets across the UK. The plus-size clothing market in the UK has observed “relatively strong growth” over the past five years, increasing by 21.4 percent between 2008 and 2012, according to Key Note’s Women Plus-Size Fashion 2013 report. With Taking Shape noting that the UK market was valued at 5.88 billion pounds in 2012 and is expected to increase to 6.26 billion by the end of 2013.

The demand for clothes catering for fuller-figured women has resulted in a number of highstreet and online retailers adding dedicated collections including Marks & Spencer, New Look, Next, H&M, and Asos, however only Arcadia’s brand Evans and e-tailer SimplyBe offer dedicated plus-sized fashion.
Commenting on the competition, brand director for Evans, Fiona Ross, told MailOnline: “We are always aware of competitor activity and we know there is an increasing demand for plus-size fashion in the UK. “We believe however, as the leading plus-size specialist on the highstreet, that we offer the most comprehensive choice and continue to deliver all our key specialism in size and fit from a 14-32.”
Before the end of the year Taking Shape will have also opened stores in Peterborough, Exeter, Bristol, Nottingham, Cardiff, and Glasgow, with more locations still to be announced.