Lord & Taylor to launch Addition Elle shop-in-shop

Lord & Taylor has partnered with Canadian plus-size retailer Addition Elle to launch shop-in-shops. The first Addition Elle will show up in the Fifth Avenue flagship in New York City.

While Lord & Taylor already carries plus-size options from several brands, this will be more of a push into the contemporary category with modern sportswear, Women's Wear Daily reported.

"Addition Elle has a chic mix of brands that our customers are clamoring for and we're delighted to be able to offer them exclusively in the U.S.," MaryAnne Morin, exec-VP and chief merchant officer of Hudson's Bay told Women's Wear Daily. "They are just the right partners to bring contemporary plus collections to Lord & Taylor."

As the trend continues to grow, several U.S. retailers have recently launched plus-size lines, including Rue21 and Sports Authority.

The shop will span 500 sq. ft. on the sixth floor and feature three lines from Addition Elle. The products will also be sold on the department store's e-commerce site. Shop-in-shops will roll out in additional Lord & Taylor stores next season.

Lord & Taylor is ramping up other partnerships for the fall, such as the launch of Miss Selfridge in the New York flagship and B Brian Atwood in all stores.

Addition Elle is making its way into the U.S. market. The retailer currently has 106 stores in Canada and is making deals with several American brands, including a deal with blogger Nicolette Mason for a dress collection to launch this February.

It's been a big year for Lord & Taylor's parent company, Hudson's Bay, which was ranked as the fastest growing retailer in the United States in 2014, recording a year-over-year sales increase of 254 percent. U.S. sales totaled $5.1 billion, with much of the growth stemming from its acquisition of Saks.

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