Retail trade | The revival of Penningtons

“Our goal is to make thin women jealous! laughs Rosalba Iannuzzi, Vice President, Merchandising, Design and Technical, Penningtons. Owned by Reitmans, the brand that specializes in plus-size clothing has undergone a thorough review to expand its range, rejuvenate its clientele and fill the void left by the closure of 77 Addition Elle stores across the country.

Nathaelle Morissette
The Press

When The Press asked M.^me Iannuzzi if Penningtons had any competition in their slot, this one just answered with a smile. There are of course Old Navy, Walmart and even Reitmans stores which devote part of their offer to clothes for curvy women. Le Château has also already made a foray into plus size, but since its restructuring, the brand no longer has an offer in this category. However, it does not rule out the possibility of taking an interest in it again, we are assured.

So, for the moment, in the country, no one but Penningtons dresses this type of customer from head to toe, including underwear and swimsuits, proudly pointed out Rosalba Iannuzzi, when we read it. met in one of Penningtons — now Penn. – downstream. And she wants them to have as much choice as women who wear regular sizes, and even envy the selection offered at Penningtons.

Wearing a bikini, babydoll or ski set previously seemed impossible for women who dress in plus size clothing. That era is over, insisted Mr.^me Iannuzzi. ” There is no limit. The word “freedom” will also come up several times during the interview, which aimed in particular to explain the rebirth of the brand, its rejuvenation, growth in clothing categories and also its expansion with the opening of three new stores by the end of this year and about ten more in 2023-2024, in Quebec and Ontario.

Historical

Go back. In May 2020, Reitmans, a Quebec company that now manages three brands (Reitmans, Penningtons and RW&CO.), turned to Companies Creditors Arrangement Act (CCAA). In August of the same year, it discontinued Addition Elle—also specializing in plus sizes—which had 77 stores.

Penningtons stores are therefore now the only ones in the group to cater only to customers looking for plus-size clothing. According to M^me Iannuzzi, Addition Elle offered more “chicer, slimmer, younger” collections, while Penningtons had a more laid-back image.

Now that it assumes this role “alone”, the brand, in addition to wanting to strengthen its presence across the country, also wants to attract a younger clientele to the store. Sports shoes in showy colors, jumpsuits (one-piece) and tighter sweaters testify to this desire.

The company also met groups of customers in stores to find out their needs and expectations of the brand. Everything is suitable: boots designed for wider feet and stronger calves as well as handbags with longer straps. “We don’t realize that even saddlebags sometimes don’t work. The loops are not long enough. »

The same goes for ski sets to which elastics have been added. “Look at this one,” says M.^me Iannuzzi showing us a black and blue winter jumpsuit, fitted at the waist. “It’s as beautiful as the one Cindy Crawford would wear. The woman of today refuses to let herself be defined by the size she wears”, she repeated like a leitmotif.