Plus-size retailer City Chic is shifting its ranges and vowing to update its touchpoints through 2025 following a recent downsizing of the business post-COVID.
In a statement to the media, the business confirmed it will expand its denim and lingerie offerings following a recent ramp-up in its trend mix.
This evolution includes lifestyle collections, featuring premium workwear, elevated everyday essentials, and chic weekend wear.
Beyond its extensive womenswear range, City Chic also offers swimwear, activewear, bridalwear, lingerie, and accessories, from sizes 12 to 24.
"Fashion is constantly evolving, and so are the needs of our customers,” City Chic chief marketing officer Carley Turner said. “As we step into 2025, City Chic is embracing a more dynamic and trend-driven approach, ensuring our community has access to elevated pieces that reflect their individuality.
“This shift is not just about trends – it’s about curating a versatile wardrobe that empowers women to express themselves with confidence in every aspect of their lives.”
Beyond fashion and fit, City Chic will also update its online experience, add more immersive and frequent campaigns, and revamp its store designs and in-store experiences, including touchpoints.
This new chapter comes after City Chic downsized its operations, divesting from Europe and selling its United States business over the last two years. Its new business model still includes more than 60 stores across Australia and four stores in New Zealand. It also has dedicated websites for both countries, as well as a website for the United States.
In its preliminary trading update for the first half of FY25, City Chic recorded a 3.6 per cent fall in sales, mostly dragged down by its US market.
Sales in the US fell 22.4 per cent, offset by a 2.8 per cent lift in Australia and New Zealand.
Despite the overall slip, both markets improved in the last five weeks to December 29, 2024. City Chic’s ANZ market bumped up by 9 per cent, following a modest 0.8 per cent rise in the first 20 weeks of FY25.
Meanwhile, its US market recorded a 24.7 per cent fall in sales for the first 20 weeks of FY25, which improved to a 15.1 per cent fall in the last five weeks to December 29.