Avenue sold plus-size fashion to 222 stores — it filed Ch11 twice anyway

Avenue was founded in 1987 as a plus-size women's apparel retailer serving a demographic that department stores largely ignored. The chain grew steadily through the 1990s and 2000s, reaching 222 stores in 33 states by the late 2010s. Avenue stores were typically located in strip malls and community shopping centers, offering workwear, casual clothing and intimates in sizes 14–32. The brand built a loyal customer base among plus-size women who appreciated having a store designed for their needs rather than a cramped corner of a department store.

Despite filling a genuine market gap, Avenue struggled with the same forces as all mall-based apparel chains. Parent United Retail Group filed for Chapter 11 in early 2012 and was acquired by Versa Capital Management. The new owners cut costs but Avenue remained dependent on in-store traffic. The rise of online plus-size retailers like Torrid and Eloquii, plus plus-size sections at Target and Old Navy, eroded Avenue's position.

Avenue filed for Chapter 11 bankruptcy again on 9 August 2019 in Delaware. Unable to find a buyer to keep the stores operating, the company announced the closure of all 222 physical locations. The e-commerce assets — including the domain avenue.com — were sold to Australian plus-size retailer City Chic Collective in October 2019. City Chic was itself acquired by FullBeauty Brands in June 2024. The Avenue brand continued online, but the 32-year-old retail chain disappeared from American malls.