Yes you read that correctly, retail giant Walmart is set to purchase curve brand Eloquii to add to their growing ecommerce roster.  The seemingly random move was announced on Eloquii's blog last month and via newsletter where they further explained how this recent change came to be.

Eloquii is adamant that this acquisition will not change the brand's vision at all quoting that they are still "the same team, the same love of fashion, the same obsession with fit, fabric, and attention to detail". So then, what's the reason for the merge?  Eloquii cites that the main reason is expanded resources; Walmart is a mega-brand that is well established around the globe which means they already have major infrastructure that smaller brands can benefit from.  For the retailer, this can mean shorter lead time for inventory, higher quality products at better prices and more.

Eloquii has no plans to sell the line in physical Walmart stores but is a huge advocate for customer feedback and may change this in the future if the demand is there.

We're always excited when brands we love get the opportunity to do more.  Here's to Eloquii becoming the next biggest retailer!