Missphit Launches Online Store

Los Angeles, CA - August 24, 2007 - Plus size clothier Missphit announces the launch of Missphit.com, the label’s direct retail site that will allow access to their sophisticated line of trendy plus-size fashions to women everywhere. Previously, Missphit was available only through a small web of boutiques and select Dillard's department stores. However, overwhelming requests by plus women that were not able to get to any of Missphit's retailers has quickly led the company to serve these style-starved fashionistas. The new online boutique will immediately highlight Missphit’s Summer 2007 collection of over 10 new chic blouses and tops in sizes 14-24.

The average American woman is a size 14 and the majority of women wear a size 12 or above. Yet almost 50% of women say they cannot find their size in the clothing they like. This demand has allowed Missphit to quickly carve a strong niche in the underserved market of curvy sized fashions by creating hip and trendy designs with a special focus on vibrant form-enhancing fits. Missphit’s cuts enhance the womanly shape of the full-figured customer rather than killing the curves with “box� cuts that many other Plus manufacturers prefer. “Some companies take a conservative approach when fitting the larger woman, however our research and experience has told us otherwise. Full-figured woman want to show their curves and feel sexy - and they are,� said Yul Kwon, owner and CEO of Missphit, Inc.

Missphit has made quite a splash already having recently styled an American Idol. Missphit has also earned editorial features in national magazines such as Seventeen and Latina. The media exposure of their trend-setting curvy styles has been overwhelmingly positive and the fast acknowledgement of Missphit by the media may subtly speak volumes for the “hidden� demand of stylish plus clothing. The plus-size clothing market is estimated at $32 billion and accounts for about 40% of the total woman’s clothing market.

Missphit.com is an eye pleasing yet easy to navigate site that encourages shoppers to quickly review all of Missphit’s available styles. The site has an option where viewers can click to view all of the company’s styles on just one page rather than browsing one picture at a time. Online customers are provided an easy to decipher sizing chart along with a detailed photo of each style shot on a true plus-size fit form rather than an undersized “plus� model. Prices range from the mid $30’s and up allowing affordability for everyone. This will be Missphit’s first ever venture into retail sales and has decided to honor the requests of curvy woman everywhere by also shipping internationally. Finally, the average American woman and beyond will be able to rest-assured that the latest runway trends will be hanging in her closet soon.