Box 2 expands by going smaller

Plus-size fashion merchant Box 2 is expanding-by adding a smaller
size, 12, to its catalogue, online, and in-store offering.

“Our plus-size clothing is still the main seller,”
said founder Nicky Allen, “but we’re not ‘sizist’-everyone
should have access to lovely clothes.”

Allen founded Box 2 in 1982, selling a full range of sizes. The
decision to focus on sizes 14 and larger came about in 2000, when
she launched the Box 2 website. Because women with a dress size
of 12 and smaller have little problem buying clothes on the high
street, Allen didn’t feel that they would want to buy by mail
order. But nine years later, as demand online increased, Allen
changed her mind.

The expansion of the range coincided with Box 2’s website
relaunch in February. Among the site’s improvements is an
automated payment processing facility and an account facility for
customers so that they can see their previous orders.

The catalogues and website account for 30 percent of the
company’s sales, with Box 2’s seven franchised stores responsible
for the rest. Although Allen said that seven stores are enough
for the UK, she hinted at the possibility of opening stores in
Spain or Ireland, where Box 2 also has a significant customer


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