FullBeauty Brands, whose brands include Catherines, OneStopPlus, SwimsuitsForAll, Eloquii and Jessica London, has added one other size-inclusive brand to the combination: It has acquired Cuup, a U.S.-based digitally native intimates brand.

FullBeauty declined to reveal the acquisition price.

Cuup, which was founded in 2017, manufactures intimates that accentuate consumers’ natural form and has a special give attention to the underserved large bra-cup market.

Kearnon O’Molony, cofounder and chief executive officer of Cuup, will likely be leaving the corporate, but the remainder of the leadership team is staying on. Before starting Cuup, O’Molony was managing director in Blackstone’s private equity group. He can also be the founder and partner of Protea, which invests in a focused portfolio of small- to midsize disruptive consumer brands. O’Molony declined to comment.

After increase its direct-to-consumer business, Cuup revealed in March that it opened its first wholesale account, Bloomingdale’s, launching products nationwide online and in-store on the 59th Street flagship. Cuup also provides a virtual fitting service.

As a part of the partnership, Bloomingdales.com carries 17 styles from Cuup’s collection of signature unlined bras, underwear range and Cuup Swim, available in 53 sizes. Bloomingdale’s 59th Street is carrying the same number of 15 styles available in 53 sizes.

The Cuup acquisition comes on the heels of FullBeauty’s acquisition of Eloquii Inc., the digitally native plus-size fashion brand, from Walmart last April.

With the growing intimates market — $13 billion and growing within the U.S. and $45 billion globally — the deal is the most recent as a part of FullBeauty’s plan to expand its customer base, reach latest demographics and add recognized size-inclusive apparel brands to its digital mall, which is its own multibrand e-commerce website, and can feature products from Eloquii, June+Vie and SwimsuitsForAll as of this fall.

“We’re thrilled to welcome Cuup and the Cuup team to the Full Beauty Brands family, as we proceed to grow the leading destination for great-fitting, quality, on-trend, size-inclusive apparel,” said Jim Fogarty, FullBeauty Brands chief executive officer. “As an progressive, high-growth brand seeing to disrupt the intimates category, Cuup is an exciting addition to the FullBeauty Brands portfolio. Cuup enables us to further tap into the growing intimates addressable market, extends our reach amongst a latest demographic of shoppers, and expands our offerings to our existing customers. As we glance to scale and grow, Cuup will bring excitement to our latest digital mall. We look ahead to leveraging our platform to raise the brand to the following level.”

While Cuup is committed to providing high-quality, stylish and functional intimates apparel across 53 sizes, its competitive advantage is in supporting large cup sizes. The corporate has a powerful digital following with greater than 235,000 followers on Instagram and a growing TikTok community.

“We see such tremendous potential for each brands with this partnership,” said Julie Carnevale, brand leader at Eloquii and head of Full Beauty’s latest digital mall. “Cuup sits on the intersection of favor and performance, and the extent of connect that the brand has with its customers will allow us to uncover meaningful data and insight that can inform how we proceed designing our latest digital mall. The Eloquii team can also be pleased to welcome the Cuup team to the family.”

FullBeauty Brands’ roster offers a breadth of sizing with apparel from 12W to 44W, bras, in bands from 30 to 58 and cups from A to O, and footwear in medium, wide and wide-wide, and more. The newest acquisition will allow FullBeauty Brand to further expand its presence within the $81 billion women’s plus-size sector within the U.S., which is growing thrice faster than the broader women’s apparel market, in response to the corporate.