The 5 Major Shifts In Catherines Plus Size You Must Know For 2025

Catherines Plus Size, a long-standing pillar in the full-figured fashion world, has undergone a dramatic transformation in recent years, solidifying its place as a robust e-commerce brand for 2025 and beyond. The brand, which once anchored hundreds of physical retail locations, has successfully navigated a complex bankruptcy and acquisition process to emerge as a streamlined, online-focused destination for sizes 0X to 8X. This shift means that shopping for their signature comfortable, stylish, and well-fitting apparel is now an entirely digital experience, backed by one of the largest conglomerates in the plus-size industry.

As of late 2025, the Catherines brand is thriving under the ownership of FullBeauty Brands, a move that has injected new life and a fresh digital strategy into the legacy retailer. Shoppers need to understand these five major shifts—from store closures to loyalty program updates—to fully leverage the new Catherines experience and find the best deals and fits for their wardrobe.

Catherines Plus Size: A Brand Profile and History of Evolution

Catherines Plus Size is not just a clothing retailer; it is a brand that earned its rightful place in fashion history by concentrating its efforts on full-figured women at a time when the market was severely underserved.

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The Brand's Journey: From Retail Giant to Digital Powerhouse

• Founding Philosophy: Catherines was built on the slogan of “Fashion independence for today's large size women,” offering full-service clothing to lower-middle to middle-income women.
• Former Ownership: The brand was historically a subsidiary of major retail groups, including Charming Shoppes (alongside Lane Bryant and Fashion Bug), and later, Ascena Retail Group.
• The 2020 Acquisition: Following the Chapter 11 bankruptcy of Ascena, Catherines was acquired by FullBeauty Brands Operations in September 2020 for approximately $40.8 million.
• Current Status (2025): Catherines now operates exclusively as an e-commerce brand, having closed all its physical store locations. This transition was part of FullBeauty Brands' successful strategy to turn a legacy retail chain into a solid online destination.

Shift 1: New Ownership and the FullBeauty Brands Ecosystem

The most critical change for Catherines Plus Size customers is its integration into the FullBeauty Brands portfolio. This acquisition was a strategic move that fundamentally changed the brand's operational model, moving it away from its traditional brick-and-mortar past and into a digital-first future. FullBeauty Brands is committed to serving the plus-size customer, with a business history dating back to 1901.

The Power of Sister Brands (Topical Entities)

Being part of the FullBeauty Brands family means Catherines customers can now benefit from a massive, interconnected network of plus-size retailers. This ecosystem provides a wider range of styles, fits, and price points under one umbrella, significantly boosting the brand's topical authority in the plus-size space. Key sister brands and entities include:

• Woman Within: Known for comfort and value.
• Roaman's: Offers fashionable, trend-driven looks.
• Jessica London: Focuses on professional and sophisticated attire.
• Ellos: A Swedish brand offering stylish plus-size apparel.
• Avenue: Another major plus-size brand recently acquired by FullBeauty.
• Intimates For All & Shoes For All: Specialty sites for extended sizes in these categories.
• OneStopPlus: FullBeauty's multi-brand marketplace.

Shift 2: The Active Catherines Rewards and Credit Card Program Updates

For loyal customers, the good news is that the Catherines Rewards loyalty program and the Catherines Platinum Credit Card remain fully operational in 2025, offering competitive perks and benefits.

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Key Updates for 2025

The Catherines Rewards program is a free loyalty system that allows shoppers to earn points toward Reward Certificates. Members earn 10 points for every $1 spent, but using the Catherines Platinum Credit Card significantly boosts this earning rate to 15 points per $1 spent.

• Catherines Platinum Credit Card: Issued by Comenity Bank, this card is the key to unlocking the highest reward tiers.
• Elite Status: Cardholders can achieve "Elite" status, which provides additional benefits, including free shipping four times a year on orders over $75.
• Reward Certificate Visibility Change: As of November 5th, 2025, Reward Certificates will no longer appear on the credit card statement. Instead, customers must view all their rewards directly through the Catherines online rewards portal.

Shift 3: Expanded Sizing and Focus on Specialized Fit

Catherines has always been known for its commitment to fit, but its digital presence has allowed it to better communicate and cater to a wider range of body shapes. The brand now offers an extensive range of sizes, ensuring that virtually every plus-size woman can find her fit.

Sizing and Fit Guide Details (LSI Keywords)

The current collection caters to sizes 16-34 and 0X-6X, with some specialty items extending up to size 8X.

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• Numeric and X Sizes: The Catherines size chart provides clear conversions between numeric sizes (e.g., 22/24, 26/28) and X sizes (2X, 3X), helping customers confidently shop online.
• Curvy Collection: The brand actively promotes its "Curvy" collection, focusing on designs that specifically accommodate and flatter a full-figured silhouette.
• Intimate Apparel Expertise: Catherines maintains a strong focus on high-quality intimates, offering an impressive range of bra cup sizes from A–O and bands 30–58, a rarity in the general market.
• Swimwear Fit: Their swimwear guide highlights features like built-in shelf bras and tops in sizes like 38C - 46DDD, demonstrating a commitment to specialized support.

Shift 4: A Digital-First Shopping Experience with Fresh Collections

The Catherines website is now the sole gateway to the brand's offerings. The site is continually updated with new collections, clearance sales, and seasonal styles, making the online shopping experience dynamic and fresh.

What’s New in 2025

The brand is consistently launching new lines in 2025, showcasing that its product development is robust despite the retail model change. Customers can find the latest trends in various categories:

• New Plus Size Tops & Shirts: Featuring a variety of fabrics and necklines designed for comfort and style.
• New Plus Size Dresses: Including options for work, casual wear, and special occasions.
• New Plus Size Swimwear: A popular category with specialized fits and coverage options like skirted styles and boyshorts.
• Clearance and Sale Items: The website features a dedicated section for clearance and sale plus size clothing, offering great value for budget-conscious shoppers.

Shift 5: The End of Physical Stores and the E-commerce Future

The most significant and permanent shift is the complete closure of all physical Catherines stores. This was a direct result of the 2020 bankruptcy proceedings and the new owner's digital strategy. While some customers miss the in-person shopping experience, this move has allowed Catherines to focus its resources entirely on improving its online platform, product quality, and customer service.

Navigating the Online-Only Model

For former in-store shoppers, here are key tips for adapting to the Catherines e-commerce model:

• Utilize the Fit Guide: Always consult the detailed Catherines size charts and fit guides (including the Avenue size guide, which may be referenced) to ensure accuracy, as in-person trying on is no longer an option.
• Leverage Free Shipping: Take advantage of the Elite status free shipping codes or minimum purchase requirements to offset shipping costs.
• Check Return Policies: Be familiar with the current online return and exchange policies, which are standard for e-commerce retailers.
• Combine Brands: Use the FullBeauty Brands login to explore and shop sister brands like Woman Within and Roaman's seamlessly, broadening your fashion choices.

In conclusion, Catherines Plus Size is far from gone. It has simply transitioned from a traditional chain to a modern, digital-first brand. By understanding its new ownership, its robust loyalty program, and its commitment to detailed sizing, customers in 2025 can continue to rely on Catherines for their plus-size fashion needs.