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Ideeli Gets a New Name and a Plus-Size Focus

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Image via <a href="http://www.wwd.com/media-news/digital/ideeli-repositions-under-groupon-7838032">WWD</a>
Image via WWD

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Groupon paid $43 million to acquire flash sale site Ideeli back in January, and now the new management is beginning to roll out significant changes. For one, the name of the site has been altered from Ideeli to Ideel. It also plans to increase its focus on the plus-size consumer.

WWD noted that the site now hosts dedicated plus-size sales every Wednesday, although they will transition into daily sales in the fall. Plus-size bloggers have been charged with giving weekly feedback to the new site, and it's committed to showing all apparel on actual plus-size models (something that didn't always happen in the past).

Lisa Kennedy, the president of Ideel and VP and general manager at Groupon, told WWD that the company was in the process of "turning Ideel into a lifestyle brand and shopping destination." Here's hoping that their version of lifestyle branding doesn't end up anything like this.

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