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Walmart to buy online plus-size women’s brand Eloquii

FILE- This Nov. 9, 2017, file photo shows Items are displayed ahead of the holiday shopping season on Nov. 9, 2017, at a Walmart store in Secaucus, N.J. Walmart says it's acquiring an online plus-size fashion brand called Eloquii Design Inc., continuing its buying spree of niche brands as tries to compete better with online leader Amazon.com (AP Photo/Julio Cortez, File) ORG XMIT: NYBZ371 (Julio Cortez / AP)
Associated Press

NEW YORK – Walmart says it’s acquiring an online plus-size fashion brand called Eloquii Design Inc., extending its buying spree of niche brands as it tries to compete better with online leader Amazon.com

Walmart declined to disclose the purchase price, but says the move will help it get a foothold into the $21 billion plus-size women’s clothing arena.

Eloquii also operates five retail stores. It said its executive team, including CEO Mariah Chase, and its 100 employees will continue to be based in Long Island City, New York, and Columbus, Ohio.

Walmart aims to attract younger and more affluent shoppers with its string of acquisitions. Two years ago, it bought Jet.com for more than $3 billion and since then, it’s been concentrating on buying smaller online brands such as Bonobos and Moosejaw.