So, Arula is closing up shop. No, this isn’t a drill. The beloved plus-size fashion brand—formerly A Beautiful Soul—announced its full shutdown on May 29, 2025. They’re done: in-store and online, all wrapping up by mid-June. Let’s be honest, in a year packed with fashion curveballs, this one stings.
What exactly happened, why are fans bummed, and what’s next for plus-size shoppers? Grab your favorite statement earrings and let’s break down the real story.
Wait—What Happened? Arula’s Sudden Exit
The news came sharp and quick, in a low-key, end-of-the-quarter kind of way. Per retailer statements and customer emails, Arula confirmed it was closing every store, plus its online operations, with “everything must go” clearance sales to follow.
Mark your calendar if you’re the last-minute deal hunter—the final day for both stores and arula.com is slotted for mid-June 2025. So, yes: If you want a piece of Arula nostalgia, your window is closing.
Where Did Arula Even Come From?
Let’s rewind. Arula didn’t just appear out of nowhere. It spun out from A Beautiful Soul, which started life as the size-inclusive cousin to Altar’d State—think boho dresses, flowy tops, eclectic accessories, but for size 10 and up.
By 2021, the brand went all-in on its own identity. Rebranded as Arula, it ditched the “soul” theme for something punchier—aiming squarely at young (and young-at-heart), style-conscious plus-size shoppers. Their pitch? On-trend looks, playful colors, and a community-first vibe other mall brands couldn’t fake.
Store numbers grew, but hardly hit triple digits. Most locations were tucked next to Altar’d State’s core stores—never quite launching into mass-market territory.
So, What Exactly Did Arula Sell?
If you knew, you knew. Arula wasn’t your standard big-box plus-size retailer. They filled a very specific gap—ultra-feminine, bohemian-meets-trendy clothes, often with better fabric than the “fast fashion” players. Think smocked dresses, lace, statement denim, bold prints in sizes 10 to 24. Shoes, belts, hats, and the accessory wall? All there.
Where most plus-size sections look like an afterthought, Arula delivered a full experience, from selfie-ready mirror lighting to racks actually designed for curves. Some called it “festival ready for grown-ups.” Anyone who’s ever worn see-through leggings from a certain giant retailer knows that’s actually a big deal.
Why Did Arula Shut Down? (The Big Speculation Section)
Here we hit the million-dollar question: Why is Arula, supposedly doing something different, packing up? The company played it coy—no dramatic press statements or CEO soul-searching. So we’re left with the clues.
First up, cash. When stores shutter this quickly, money is either running out or opportunities are disappearing. Per customer chatter and retail analysts, Arula’s limited store presence meant overhead costs were hard to spread. No national saturation = less brand awareness, fewer repeat shoppers.
Meanwhile, the plus-size retail market is tough. Growth is steady, but competition is fierce, and margins are thin. Add inflation, higher shipping, and more online-only rivals—suddenly, you’re running uphill with ankle weights.
Did they over-rely on sister stores and underinvest in digital? Maybe. Or maybe their loyal-but-niche customer base wasn’t big enough to take the leap to national scale.
Either way, if you’re closing stores and scrubbing socials with just a few weeks’ notice, it’s safe to say: the numbers weren’t working.
Who Loses? The Fallout for Shoppers (and the Market)
Let’s not sugarcoat it. For plus-size women who love affordable, trend-forward looks, this one stings—a lot. Per customer forums and Instagram comments (before those got wiped), the sense of loss is pretty real.
Arula wasn’t just another brand. It created a space where plus-size customers could walk in, find clothes that actually felt fun, and not get shuffled to the “back wall.” If you’ve ever gasped at an actual cute dress available in your size, you get it. In a country where plus-size shoppers are *still* underserved, losing Arula is another blow.
Fashion industry pros have chimed in too. This leaves a void, especially for shoppers in mid-size markets and suburbs. It’s not just about the clothes—it’s about being seen as a real, valuable customer.
Bottom line: One less player means fewer options, and for an already-overlooked demographic, that matters.
Clearance Frenzy—Your Last Shot at Arula Favorites
In pure retail tradition, Arula’s swan song comes with mega-sales. If you love snagging beautiful clothes on discount (who doesn’t?), now’s your moment. Everything’s marked down, from peasant tops to wrap dresses.
Per customer reports, the website is still open for business, though don’t expect new arrivals. Brick-and-mortar shops are in final clearance mode—think picked-over racks, but a good chance for a steal on that dress you always eyed. Just don’t wait. Mid-June means the lights go out very, very soon.
Curiously, Arula’s social media is already gone. Instagram wiped. Facebook deleted. A little sudden, but it’s a corporate tradition: minimize comments, avoid flame wars, ride out the clock.
If You Loved Arula, Who Can Fill the Gap?
This is the million-dollar question for every loyal shopper. Once Arula’s gone, what’s left for plus-size women who want trend-driven, age-appropriate, body-positive style—without defaulting to cheap fast fashion or overpriced basics?
Competitors like Torrid and Eloquii live in this space, but their vibe is a little different—sometimes a bit more corporate, sometimes a bit younger or older. Target and Walmart have “plus” sections, sure, but it’s rare to find the same curated, fun spirit.
A sleeper hit? Try Sante Grace. No, they’re not a direct Arula clone, but they’ve won fans for upscale, thoughtful plus-size pieces. Think modern, sophisticated, and made for the office—or a night out.
Per customer reviews, Sante Grace nails fit and fabric in a way a lot of mid-tier brands don’t. They’re less boho, more “I have plans.” Online-only for now, but worth a look if you’re missing something you can’t find in store.
Looking to hunt other alternatives? Business Divers recently featured a roundup of resilient plus-size retailers eking it out in turbulent times. Worth a scroll if you want to stay ahead of the next brand shake-up.
For the in-between crowd—think size 14-20 who want fun weekend clothes and real personality—your mission gets harder. Facebook groups are already abuzz with swap tips, resale links, and ways to track down those elusive last-chance Arula pieces.
What’s Arula’s Legacy? (And What’s the Real Takeaway?)
Losing Arula is about way more than racks of clearance sundresses. In seven short years, the brand carved out a place where plus-size customers were *the* customer—not an afterthought or a grudging add-on.
That focus on community, body positivity, and style helped spark actual brand loyalty—no small feat in an industry overrun by copycat basics and size 2 mannequins. It set a bar for what plus-size fashion *could* be, and forced competitors to step up or risk irrelevance.
If you ran a boutique or e-commerce business, Arula’s playbook had lessons: go niche, invest in the store experience, skip bland, celebrate customers publicly. It worked—up to a point. The risk? Loyal customers aren’t enough if you can’t scale, keep margins up, or weather retail storms.
Final word: the plus-size fashion market keeps proving it’s underserved and misunderstood…with a lot of upside for those who get it right. Arula shined bright, stood out, but couldn’t make the numbers last.
Will another brand pick up the baton? Maybe. Until then, shoppers will keep hunting for style that feels like them—not like an afterthought.
Bottom line? If it doesn’t move the metric—or, in this case, the clothing rack—it’s noise. The brands who listen and adapt will be the winners, not just the survivors. Good luck out there, fellow spreadsheet warriors and style rebels. Stay resourceful. And keep your eye on the racks—before they’re gone.
Also Read:
