Andie, the direct-to-consumer swimwear model recognized for premium one-piece fits designed for all physique varieties, declares at the moment the acquisition of California-based necessities label Richer Poorer. The deal marks Andie’s first acquisition and a significant step towards its imaginative and prescient of changing into a multi-brand, multi-category way of life enterprise.
Based in 2017 by chief government Melanie Travis, Andie rapidly rose to prominence with its flattering, high-quality swimwear, beloved for its inclusive match and elevated design. Final yr, Travis started exploring class growth into seasonless, on a regular basis attire that aligned with the model’s coastal stylish aesthetic. As she pursued an acquisition technique, she got here to study that Richer Poorer — a model she had lengthy admired — could be curious about promoting.
Andie, the direct-to-consumer swimwear model, has acquired California-based necessities label Richer Poorer, marking its first acquisition.
Richer Poorer will stay a standalone model, benefitting from Andie’s sturdy e-commerce operations to enhance merchandising, web site expertise, and fulfilment.
Each manufacturers will cross-promote merchandise to increase buyer attain.
“When I saw that possibility, it immediately clicked,” mentioned Travis. “I’ve been a longtime fan and customer, and the brand had everything we were envisioning—elevated basics, comfort, wearability, and a loyal customer base. It felt like a natural extension of Andie.”
Richer Poorer was based in 2010 by Iva Pawling and Timothy Morse and have become recognized for its effortlessly cool wardrobe staples. In 2023, the model was acquired by mall chain Francesca’s. Two years later, Francesca’s was able to half methods — creating the proper alternative for Andie to step in and carry the model ahead.
With this acquisition, Richer Poorer will now be folded into Andie’s high-performing e-commerce operations, enabling the model to higher leverage information to drive buyer acquisition, optimize stock, and speed up progress.
Travis emphasised that Richer Poorer will proceed to function as a standalone model, with its id and product focus intact. “Customers won’t see big changes — we love the brand and the product, and that’s why we bought it. But we’re going to bring fresh energy through a sharper merchandising lens, a best-in-class site experience, fewer stockouts, and faster fulfillment. What customers love about Richer Poorer will remain, just supported by a stronger operational backbone.”
As a part of the mixing, every model will start to characteristic choose merchandise from the opposite on their respective web sites. The objective is to create significant cross-discovery between two extremely aligned buyer bases: fashionable, intentional buyers who prioritize consolation, high quality, and elegance.
“This isn’t about restructuring — it’s about scaling,” added Travis. “We’ve spent eight years building a lean, powerful operation at Andie. Now we get to apply that model to more than just swim. It’s the next chapter, and I couldn’t be more excited.”
This transfer displays a broader development within the direct-to-consumer house, the place consolidation has turn out to be a strategic path to scale as manufacturers face rising acquisition prices, fierce competitors for client consideration, and mounting strain for profitability.
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