Back in 2011, The Limited entered into the plus-size clothing market with the launch of Eloquii. During its year-and-a-half run, Eloquii gained quite a following. So when The Limited quietly closed the brand in the summer of 2013 to focus more on its original business, loyal customers were devastated. However, all was not lost. Instead of finding new jobs and seeking positions elsewhere, a few key members of the Eloquii team stayed together with the hope of restarting the brand. Fast-forward nearly two years, and the recent announcement that Eloquii secured $6 million in Series A funding to help expand its product line.

“I’m interested in the category; they’re tremendously underserved,” said Greycroft Partners’ Principal Ellie Wheeler to The Wall Street Journal, referring to Eloquii’s target customer, who wears a size 14-24 and represents roughly 65 percent of U.S. women. “There’s great opportunity here.”

Like other popular plus-size brands such as Torrid and Lane Bryant, Eloquii (meaning “eloquent soliloquy”) focuses on creating trending and elegant women’s apparel. What’s unique is the brand’s business model, which is more like a fast-fashion company. Almost all apparel items have a shelf life of eight weeks to 12 weeks. Also, what makes Eloquii stand out is its loyal customer following. The startup relies heavily on social media and grassroots marketing to help promote its e-commerce site. Eloquii currently has over 14,000 followers on Instagram.

Since relaunching, Eloquii has made many changes. For example, the #XOQ section of its site (see image below), has been redesigned. Eloquii now uses this space to highlight its social following and display user-generated content featuring its loyal customers and popular bloggers styling outfits with Eloquii apparel.

Eloquii

The changes to Eloquii’s site appear to be having the desired effect. The brand’s latest financial report revealed that revenues were up 100 percent quarter-over-quarter, a remarkable feat considering Eloquii currently has less than 25 dedicated employees at its Columbus, Ohio and New York offices.

Eloquii’s push into selling wholesale has had a positive impact on the company’s performance. This past October, Eloquii apparel became available on Nordstrom.com in sizes 14-24. That said, Eloquii CEO Mariah Chase explained to Upstart Business Journal that expanding into wholesale isn’t on the top of the startup’s to-do list. Eloquii’s main focus is becoming a “vertically integrated company, first and foremost,” according to Chase.

What are your thoughts on Eloquii’s rebirth and revised e-commerce strategy? Let us know in the comments section below.