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Walmart acquires plus-size brand ELOQUII

Walmart logo on store
Photo: Michael Brochstein/SOPA Images/LightRocket via Getty Images

Walmart is acquiring the women's online plus-size clothing brand ELOQUII in a deal — worth $100 million, per Recode — that will close later this year.

Why it matters, via Axios' Erica Pandey: Brands like ELOQUII have figured out how to circumvent the likes of Amazon and Walmart by dominating a very narrow market. Now the big players are taking notice and gobbling up these successful, small, digital-first brands.

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