Won three rounds of financing in two years! The big seller is winning in the segmented track

In the clothing market, which is full of business opportunities but also crowded with big sellers, some brands think they cannot compete and quietly withdraw, while some brands jump out of popular categories and explore more niche and promising tracks.

For example, SHEIN, which is famous for its fast fashion clothing , sells underwear, plus-size clothing, and men's fashion products while operating ordinary casual women's clothing; Aelfric Eden avoids the popular traditional clothing and specializes in street fashion and cultural clothing. It has also been listed on the "Growing Star List" of "Google x Kantar BrandZ China Global Brands 2024"...

Bloomchic has also found its own market in the apparel segment. Currently, its products are successfully sold to many countries including the United States, Canada, Australia, Mexico, etc., and it has obtained three rounds of financing within two years of its establishment.

Taking advantage of the market gap, the second generation of Mebon started its entrepreneurial journey

Slightly different from other brands, Bloomchic 's founder Hu Zhoubin is the eldest son of Metersbonwe's founder Zhou Chengjian, and is called "Metersbonwe's second generation" by netizens . Although as a second-generation founder with a unique background advantage, he did not choose to take over the family business directly.

Having studied in the UK before, Hu Zhoubin is well aware of the huge scale of the clothing market in Europe and the United States. The dietary structure and lifestyle in Western countries are different from those in China. The obesity rate in these countries has been rising, and more and more people have a strong demand for plus-size clothing. However, most brands often design clothing for slim women, while overweight women are ignored. Therefore, Hu Zhoubin noticed that the plus-size women's clothing market has a huge consumer group and may have good development potential.

In addition, after returning from studying abroad, Hu Zhoubin worked in Alibaba's Tmall business unit, so he has a deep understanding of the development of the e-commerce industry.

The above experience has enabled him to have abundant entrepreneurial conditions. In December 2020, when cross-border e-commerce was booming, Hu Zhoubin decided to enter the North American plus-size women's clothing market and founded his own brand Bloomchic .

At that time, a platform survey summarized the needs of the overweight group, including small clothing sizes, single style, lack of body inclusiveness, detail pages that do not show how plus-size models would look, and special distinctions that separate overweight users from ordinary users, which makes them feel unfriendly.

Bloomchic has put a lot of effort into product research and development to address the pain points of this group . The sizes of ordinary brand clothing are generally within 20, and sizes over 14 are defined as large sizes, but Bloomchic has expanded its clothing sizes from 10 to 30, and they are all within the regular size range.

Based on this, many users of the brand commented, "No need to worry about not being able to buy the right size", "This brand of clothes does not differentiate between fat and thin users, and I clearly feel respected."

In addition, Bloomchic also has strict requirements for clothing pattern design and fabrics. It is understood that the brand has established a special pattern research institute and will invite multiple heavy users of different body shapes to try on the products before they are launched, avoiding the pain points of large-size women's clothing that look like sacks and bloated. In terms of fabrics, it pays special attention to pilling, sanding, and stuffiness, and has also hired a fabric development and procurement manager at a high salary.

The brand won three rounds of financing within two years of its establishment

The birth of Bloomchic not only fills the gap of traditional brands in large-size clothing, but also makes this group respected and has more choices in dressing. Founder Hu Zhoubin once pointed out, "I hope my brand can lead users and meet their needs like ordinary users, so that they can have more choices and show and release their beauty."

Thanks to this, it gained popularity overseas within just a few years of its establishment, attracted many loyal users, and also won the favor of capitalists.

According to data, Bloomchic has successfully obtained three rounds of financing in just two years since its establishment. Investors include Vision Capital, 5Y Capital, Wanwu Capital, Oasis Capital and L Catterton under LVMH Group. L Catterton is the world's top consumer investment company, and its investment is enough to show Bloomchic's development potential.

Living up to expectations, BloomChic successfully entered the list as a high-potential brand in the "China Global Brand Growth Star List" released this year . This is the second consecutive year that it has entered the China Global Brand Growth Star List since 2023.

It is worth mentioning that in May 2022, the BloomChic independent site had only 390,000 visits. Since then, its monthly visits have basically stabilized at around 2.2 million. Data shows that in October, this number was 2.27 million, of which 32.42% of the visits came from social media channels. Obviously, social media plays an indispensable role in the development of BloomChic.

Taking TikTok as an example, BloomChic’s official account on the platform has 717,500 followers and 3.9 million likes. The content posted on its account mainly features outfits of overweight models, reviews, new product promotions, and focusing on real purchasing users and sharing their experience of the brand. It has gained a large number of loyal fans and also attracted a large number of target users.

Data shows that in the past six months, BloomChic’s cumulative sales on TikTok in the United States reached US$726,300 (equivalent to RMB 5.29 million).

In addition, the brand has official accounts on social platforms such as Instagram, Facebook, and YouTube, and its marketing promotions from products to models revolve around "plus size". Its products are very popular among overseas consumers with heavy weight.

Plus-size clothing is hot selling overseas

As the plus-size women's clothing brand BloomChic has become popular in overseas markets, more and more sellers have discovered business opportunities and begun to enter this market. At the same time, similar clothing has also continued to sell well in the market.

For example, in the US sweetmayhem store, a pair of large-size tight thermal pants is very popular. It has the characteristics of warmth, variety and full size, attracting many consumers to buy. FastMoss data shows that in the past month, the product has sold more than 60,000 pieces with sales of up to 1.4 million US dollars. In the week from December 6 to December 12, its sales reached 13,000 pieces with sales of nearly 300,000 US dollars.

In addition, there are many brands that have a place in this segment, including Cider, LovelyWholesale, Shapellx, etc.

In fact, it is not surprising that plus-size women's clothing has become popular in recent years. According to data from Grand View Research, the size of the global plus-size clothing market is growing at full speed. In 2023, the market size is about US$311.44 billion, and its compound annual growth rate is expected to reach 4.1% during the period 2024-2030.

The agency also predicts that by 2030, the size of the global plus-size clothing market and the number of consumers will continue to grow, perhaps reaching a new peak point.

It can be foreseen that the plus-size clothing market has unlimited potential and is a new opportunity for cross-border sellers to expand overseas. However, sellers must pay attention when entering this niche market that plus-size clothing is not simply about making the clothing wider and bigger, but about designing products based on user pain points. Only by truly meeting consumer needs can we go higher and further on this road.