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CoEdition breaks down retail barriers with plus-size e-commerce site

A group of four former Gilt executives have launched CoEdition, an online market, the first multi-brand outlet for plus-size consumers of apparel in size 10 and more. The company recently secured $4 million in seed funding. The company announced it delivers "a curated selection of stylish options at accessible price points frequently under-served in the traditional retail landscape." During its launch phase, it offered 1,000 products from 20 brands with an average price of $150.

Apparel, swim and intimates as well as accessories and shoes will be sold on the online site which is looking at expanding to product from 150 brands by the end of the year. Brands committed to the platform include Cosabella, Cynthia Rowley, Rachel Roy and Elie Tahari.

CoEdition was the brainchild of former Gilt employees: Brooke Cundiff, who is CoEdition's chief merchandising officer, was the former head of brand acquisition at the luxury flash sale site, while co-founder, Keith George, who is also CoEdition's CEO, was earlier Gilt's chief merchandising officer.

The two other CoEdition founders are Gilt Group founder Kevin Ryan and Gilt's former head of technology, Kent Helbig.

The aim was "to break down the barrier in retail and transform the industry." Keith George foresaw market opportunities for plus size and noted that many of the brands the company is working with are from the UK and Australia. The goal of the site is to be aspirational but accessible, he added.

 
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