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The Hey Gorgeous Struggle Revealed

Why did Hey Gorgeous, an e-commerce site which offered high-end plus size clothing, close up shop in October of last year? In a recent interview with Racked, the CEO reveals failed promised investments helped sink the site.

Aimee Cheshire launched Hey Gorgeous in 2013 after seeing a need in the market for quality plus size clothing. (Cheshire herself is a former plus size model and blogger.) The site's office in NYC became a showroom for customers to visit and try on clothing with ease (full disclosure: I've been to the showroom and bought a fab Beth Ditto skirt). But when promises of financial help from multiple investors fell through, combined with the lack of advertising and a higher than average return rate ate profits, Cheshire and her partner decided to shut Hey Gorgeous down in October 2016.

But are there more culprits in this Hey Gorgeous shut down? Some experts say yes. Blame the plus size designers who keep their lines on the DL and the media who failed to report on the closing when it was first reported back in October (Strutter included). It's a teachable moment in a new era of plus size retail. Read the full story on Racked.


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