Addition Elle expands to U.S.

The Canadian plus-size retailer brings its collections south through Lord & Taylor.

Women’s plus-size retailer Addition Elle is expanding to the U.S. through a partnership with Lord & Taylor in New York City.

The retailer has brought capsules of its Michel Studio and Love & Legend collections, as well as its activewear brand Nola to Lord & Taylor’s e-commerce site and its Fifth Avenue location in New York.

Prior to this, Addition Elle had sold its Ashley Graham Lingerie collection, launched in 2013, to the U.S. market through Nordstrom online. By next spring, the brand plans to bring its collections to three more Lord & Taylor locations in the eastern U.S.

The Reitmans Canada-owned brand has also introduced a new capsule collection, designed by plus-size model and blogger Nadia Aboulhosn for the Love & Legend brand. The 14-piece collection, described by the brand as “Luxe military meets Mad Max” launched in Canada in early September.

Collaborating with models and influencers such as Abouhosn and Ashley Graham has been a successful part of Addition Elle’s strategy, says Roslyn Griner, vice president of marketing and visual display at Addition Elle.

“This is a way to really test the appetite of the U.S. customer for our brands,” she says. “We knew that there was demand just based on our Instagram feed,” she adds. Of the roughly 80,000 fans the brand has on the social platform, 61% reside in the U.S.

The brand also held a runway show during New York Fashion Week in September, which also helped bring brand awareness to the U.S. market, Griner adds.