Avenue (store)
| Company type | Private |
|---|---|
| Industry | Retail (plus-size women's apparel, footwear, and accessories) |
| Founded | 1983 |
| Headquarters | Rochelle Park, New Jersey , United States |
Area served | United States |
Key people | Mark Walsh (CEO, 2018), David Rhoads (President and CFO) |
| Products | Plus-size women's apparel, footwear, accessories; fashion labels Loralette and Cloudwalkers |
| Owner | FullBeauty Brands (as of June 2024) |
| Parent | Versa Capital Management (prior to 2019), City Chic Collective (2019–2024) |
Avenue Stores LLC was a specialty retailer based in the United States, catering to plus-size women's apparel, footwear, and accessories, primarily targeting customers aged 25 to 55 in sizes 14 and up. By 2019, the company operated 222 retail locations under the The Avenue brand across 33 states. Headquartered in Rochelle Park, New Jersey, Avenue experienced several ownership transitions, with its final bankruptcy overseen by private equity firm Versa Capital Management. The company also owned the women’s fashion labels Loralette and Cloudwalkers.
As of 2019, Avenue had shuttered all its brick-and-mortar outlets and shifted exclusively to online retail operations.
History
The origins of Avenue trace back to 1983 when Limited Brands consolidated Lerner Woman and Sizes Unlimited into United Retail Group, based in New Rochelle, New Jersey. The company went public in 1992. Revenue growth was observed during 2005 and 2006.
In 2007, Redcats USA, a division of the French fashion conglomerate Kerig, acquired Avenue. Following a bankruptcy filing in 2012, the Philadelphia-based private equity firm Versa Capital Management took ownership of Avenue.
Early in 2012, United Retail Group filed for Chapter 11 bankruptcy protection; however, many Avenue stores and distribution centers continued operations amid the restructuring process.
The brand received celebrity visibility through Chrissy Metz of This Is Us, who was seen wearing Avenue’s clothing. Additionally, Avenue engaged consumers with nationwide model searches aimed at enhancing plus-size representation.
In May 2018, Mark Walsh succeeded Liz Williams as CEO.
On August 9, 2019, Avenue again sought Chapter 11 bankruptcy protection to facilitate the sale of its e-commerce business and close physical stores. David Rhoads, serving as President and CFO, referenced competitive pressures in an affidavit. SB360 Capital Partners was designated as the stalking horse bidder.
By October 2019, Australian retailer City Chic Collective acquired Avenue’s online business assets. Subsequently, in June 2024, FullBeauty Brands purchased Avenue from City Chic.