Aussie +size clothing store opens in Sandton

City Chic staff assistants April, Luh and Fuffie model some City Chic outfits with brand ambassador Anele.

The Speciality Fashion Group acquired the brand in 2006 and quickly grew the label in Australia from seven to 79 stores in four years. Today it has 90 stores in Australia, branches in New Zealand and has rapidly expanded its international online shopping offering. With these achievements, it is set to be as big a success in the South African market.

Embracing vibrant colour, with some prints exclusive to the brand, the South African consumer can look forward to a trendy selection of designs. These include a range of exquisite lingerie in sizes that are usually not catered to in South Africa and a specially crafted 'Booty' cut jean, designed specifically for the local market.

The group is currently securing key locations in other regions in order to widen the reach of the brand to the South African consumer.

"We're excited to launch in South Africa," says Phil Ryan, GM for the brand. "It offers South African woman an original experience, as we know there is a gap in the market for fashionable, sexy designs for the plus size market, with no real competitors vying for this space as yet. Additionally, market research shows that there are many South African women looking to flaunt their curves in chic fashion items that are inspired by the latest runway looks."

"The brand is all about fashion. It gives our customers the same looks as their slimmer sisters' wear, but these looks are subtly modified to suit a fuller figure. We realise that fuller figured gals have great décolletage, cleavage and booty, and our collections show off these assets to great advantage."

Booty range

City Chic store

There are several collections, with evocative names such as Miss Mod and Graphic Jungle, that ensure the range caters for every occasion - from everyday curvy street and fashion wear to work wear, evening dresses, striking accessories and lingerie engineered by master lingerie expert Jonathan Yeomans to give a perfect fit and great support.

Every woman needs a perfect fitting pair of jeans in their wardrobe and there is a reason why the jeans range is called 'TDF' (To Die For). The jeans are designed for fuller figured girls. Baggy and shapeless is gone and gorgeous curves in plus size skinny leg and bootleg jeans are here to stay.

According to Courtney Maxwell, designer for the jeans collection and the current face of City Chic, "We discovered, via focus groups, that our customers come in four body shapes: Apple, Pear, Column and Hourglass." The jeans are made in quality sateen denim that has great fabric retention, so they do not 'grow'. They feel ultra soft, are comfortable to wear and are available in a dark wash with a clean silhouette creating a slimming effect.

The shopping experience is a personal one. Fuller figured women often find shopping to be depressing because they feel that no one caters for them and makes them feel good. This is where the well-trained staff at City Chic come in. The staff have been put through a rigorous but motivating four weeks of training to gain a thorough understanding of how to best dress a plus size figure.

The results of this training are evident in the many tears of joy that have been shed in its changing rooms around the world. Women find curves they never thought they had, through lingerie and supportive clothing made from top quality fabric and tailored to flaunt their very best features. Suddenly shopping is fun again and a morning at the shop results in a gorgeous confident woman leaving the store feeling ready to celebrate her curves.

For more information, go to www.citychic.co.za.