The apparel retailer has changed the name of its A’Beautiful Soul brand, which offers size 10 to 24, to Arula and is committed to opening new freestanding stores.
The new name means ‘shining as the sun, brilliant and filled with grace’ and according to the company, the ethos is ‘inspired by beauty.’ There are currently 17 Arula storefronts attached to Altar’d State stores and each offers an immersive experience designed to engage the shopper’s senses. The brand intends to grow the Arula name with plans in place to debut a standalone Arula store this October.
As a brand, the stores have been created to help customers leave the store feeling better than when they walked in.
Aaron Walters, Chairman and CEO of Altar’d State, commented: “I have memories as a child shopping with my mother and seeing her break down and cry from never being able to find anything to wear. That stuck with me and has driven us to create beautiful options for those who have not had options in the past. Sixty seven percent of women only have 3 per cent of the floor space in shopping centers, and we are going to change this.”
