Private investment firm Comvest Partners acquires the financially troubled e-retailer, which filed for Chapter 11 bankruptcy protection in March.
The company launches BarePlus.com aimed at plus-sized women.
Lingerie and undergarment retailer Bare Necessities is going after a new type of customer within its niche.
Bare Necessities, No. 249 in the Internet Retailer Top 500, is launching Bare Plus by Bare Necessities an e-commerce site that will feature intimate apparel for plus-size women. The web site—BarePlus.com—will offer more than 1,000 styles of plus-size lingerie, hosiery and swimwear, from 81 brands including Elomi, SPANX, Bali, Wacoal, Hanky Panky and Calvin Klein.
“The launch of BarePlus.com reinforces our commitment to serving the woman with curves,” says chief marketing officer Jay Dunn. “Over the next several months, you’ll see more features and photography representative of our customer.”
With the launch of its latest e-commerce site, Bare Necessities is building upon Dunn’s expertise in launching new apparel brands aimed at plus-sized women, the company says. Prior to joining Bare Necessities in November 2011, Dunn was vice president of marketing at Lane Bryant, a brand of Charming Shoppes Inc. (No. 132). Dunn, who worked at Lane Bryant for four and a half years, spearheaded the brand’s Red Bra advertising campaign, which drew attention after television networks ABC and Fox rejected the ads as too racy.
Bare Necessities also built its new e-commerce site with features and functions that make it easier for consumers to shop multiple sites, including a universal shopping cart. “Shoppers clicking on the Bare Plus tab will see items available exclusively in plus sizes, with navigation and imagery tailored to the plus-size product assortment,” says Dunn.
Bare Necessities, which began selling online in 1998, has worked to diversify its marketing and brands over time. In 2009 Bare Necessities launched a niche catalog designed to highlight a smaller slice of products than are found on its web sites. The catalog, titled “Shapewear,” focuses on body-shaping undergarments such as camisoles and bodysuits.