The plus-sized brand that became a seven-figure success
How making customers feel heard is the secret to Empress Athleticus’ success.
When it comes to buying clothes, women who are considered ‘plus-sized’ face more challenges than most, and no one knows that better than Brittany Lewin, a proud size 16-18 and the co-founder of activewear brand Empress Athleticus.
Lewin and her friend, lawyer Kristy Perdriau, launched Empress Athleticus (which offers activewear in sizes six to 30) in 2020, after becoming frustrated by the fashion industry’s attitude towards plus-sized women.
“Lots of brands talk about being body positive, but they do it because they have to, not because they want to,” says Lewin, who adds that, too often, plus-sized clothing is ill-fitting and lacking in style.
Fed up with fashion brands co-opting the language of inclusivity without truly serving their plus-sized customers, Lewin and Perdriau were determined to prove that there was a market for high-quality, well-fitting activewear for all sizes.
They didn’t have to wait long. On the night that Empress Athleticus launched, the brand’s first batch of black garments sold out in less than an hour. The next batch sold out, too, and by the end of the brand’s first year in business, Empress Athleticus was turning over seven figures in sales.
Today, with sales still growing month on month, the brand also boasts an impressively high 70 per cent monthly retention rate.
Creating a close relationship with customers
A large part of the brand’s success – and a major reason for its repeated sell-outs – is its close relationship with customers. “We really focus on retaining our customers and looking after them,” says Lewin. “It’s about quality versus quantity of customers.”
Key to this is a small but extremely loyal Facebook Group or ‘fan page’ that Lewin and Perdriau have cultivated around the brand. “They tell us what they want, how they want it and when,” explains Lewin of the 6000-strong group, which she describes as the brand’s “heart”.
Whenever Empress Athleticus releases a new range, they showcase the collection to their Facebook Group first and offer it on pre-sale. Members also have the opportunity to ask questions or make suggestions.
The group grew partly from Lewin’s personal social media following (as a businesswoman and plus-sized model she has 16,000 followers on Instagram and 24,000 on TikTok). However, she and Perdriau have also worked hard to promote the group and elicit feedback from customers. “We are always asking our customers for feedback. We value everyone and we have a suggestion at the bottom of every order that says: ‘Follow our fan page and give us your feedback’” says Lewin.
“Any feedback is good,” she affirms, “good or bad – because you want to know how you can grow as a business.”
“Any feedback is good – good or bad – because you want to know how you can grow as a business.”
Fit and the feel-good factor
Another key to Empress Athleticus’ success is the fit of its products. Unlike many brands that offer plus-sized garments that are simply ‘sized up’ from a cookie-cutter size six pattern and don’t take into account different body shapes, Empress Athleticus has a unique grading system. Developed after a decade of experience, "each size is tested and approved on our fit models, family, friends and feedback from customers,” says Lewin.
The brand is also careful to ensure that garments are sized correctly and offer plenty of stretch so that customers don’t feel they need to choose a size up. “It’s about making customers feel comfortable and confident knowing they can purchase the same size no matter what product they choose.”
This is also the rationale behind the brand’s authentic approach to photography, with many of Empress Athleticus’ products shot on Lewin herself, with minimal retouching.
"I leave all my cellulite in there – everything. It helps our customers feel more confident and comfortable to see a plus-size woman absolutely rocking her lumps and bumps. It’s really, really important to us.”
Leaning into change
Early on in the business, Lewin noticed a bolt of leftover material and decided to experiment with making size-inclusive underwear. “I had a pattern in mind, and we decided to just make it and see what happened,” says Lewin. “And it sold out in 10 minutes. Everybody loved them.”
Today intimates make up 40 per cent of the brand’s revenue, and Lewin says this success is a lesson in leaning into unexpected opportunities.
Offering a range of payment options
Afterpay has also played a major factor in Empress Athleticus’ success, with 40 per cent of customers using the buy now, pay later service.
“I am personally a massive fan of Afterpay, and as a business owner I wanted to offer it to our customers,” says Lewin, who adds that events such as Support Small and Afterpay Day have become key dates in Empress Athleticus’ marketing calendar.
“I know there are other companies like it out there, but Afterpay is just trusted,” she says. “If you don’t offer it as a business, you lose out on a massive demographic.”
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