The Australian fashion industry has welcomed a new eCommerce player to the market, Curve Project.
The business is a self-described "destination for curvy women," and carries clothing in sizes from 10 to 22.
It houses five private labels; Poetic Gypsy Australia, Sunday in the City, Indigo Tonic, Something for Olivia and Pink Dust, with collaborations also in the pipeline.
The product mix includes skirts, jeans, leggings, pants, t-shirts, tank tops, shirts, jumpsuits, dresses, blazers, blouses, cardigans, jackets and jumpers. Prices range from $29.99 to $149.99 on the current product selection.
The business offers free shipping on orders over $150 with the aim to ship within one to two days of receiving the order and also offers free returns.
CEO and founder Jason Fahey said that his drive to start the business was to create something unique for curvy women.
"Fashion plays a vital role. It dials up your energy, it's an outlet for your style and amplifies your confidence and sense of self.
"I wanted to create something special with a focus on curves."
Fahey brings over a decade of experience in the fashion industry to Curve Project, having previously held positions at Pretty Girl Fashion Group and Specialty Fashion Group.
Before founding Curve Project Fahey was serving as the group general manager of brands at Specialty Fashion Group leading brands Millers, Crossroads, Maggie T and One Woman.
The start-up is also focused on diversity in its communications said Curve Project head of marketing and digital Jade Ku-Chih.
"It's important we show real women across the size range that we offer.
"We are a destination for curvy women, whether you're a curvy size 10, or a curvy size 22.
"We needed to back ourselves and our ideas and we want what we're offering to resonate with women. We live in a diverse country so it just makes perfect sense to reflect this," she said.
Curve Project officially launched on July 03.