Jessica Biffi plus size capsule collections a hit with customers across

    Customers rush to buy Jessica Biffi for Addition Elle and Penningtons
    Bold Biffi for MXM

MONTREAL, April 6 /CNW/ - Launched in Toronto on Wednesday, March 31st, at Canada's leading fashion event, LG Fashion Week Beauty by L'Oreal Paris, and simultaneously in select stores nationwide, the two new Jessica Biffi-designed capsule collections have been received with tremendous enthusiasm from shoppers at Addition Elle and Penningtons stores across Canada.

According to Janice LeClerc, General Merchandise Manager for Addition Elle, the most sought after items include a feather print top, a splashy multi-coloured top with knotted back, slim-fitting denim jeans, and a fabulous red trench coat. Likewise, Rhonda Sandler, VP of Merchandising for Penningtons, confirms that it's the trend-setting tunic tops from the Bold Biffi for MXM capsule collection that customers are falling in love with.

"Customer reaction has been above and beyond our expectations," says Kerry Mitchell, President of Addition Elle and Penningtons. "We knew that our shoppers would respond well to a designer branded collection, but the reaction so far to the Jessica Biffi branded capsule collections has been outstanding. Customers are thrilled to have their very own 'Jessica Biffi' creations - not just because of her celebrity, but because Jessica understands 'plus' and how to integrate fashion, fit, silhouette and style into her designs."

And what does Jessica Biffi think of her success so far? "I am thrilled to hear that there's been such a tremendous response, particularly the positive comments made by customers," says Biffi enthusiastically. "It has been a dream come true to partner with Addition Elle and Penningtons' MXM label, and to have such an amazing reaction is very rewarding. I know first hand what it's like to find something in a store that you absolutely must have, and to be on the creative side of the process is what a designer works for!"

On Tuesday, April 6th, Jessica Biffi kicks off her cross country tour in Toronto, followed by Guelph on April 7th, and then on to Vancouver, Calgary and Edmonton the week of April 12th. Here are the stores where customers can mix and mingle with Biffi and get some hot tips on what to wear for spring:

    Tuesday, April 6th (5:30-9pm): ADDITION ELLE, 132 Yonge Street, Toronto
    Wednesday, April 7th (6:00-9pm): PENNINGTONS, Stone Square Centre, Guelph

    Tuesday, April 13th (6-7pm): PENNINGTONS, Landmark Square, Langley
    Tuesday, April 13th (7:30-9pm): ADDITION ELLE, Langley Power Station

    Wednesday, April 14th (6:00-7pm): ADDITION ELLE, Market Mall, Calgary
    Wednesday, April 14th (7:30-9pm): PENNINGTONS, London Towne Centre,
    Thursday, April 15th (6:00-7pm): PENNINGTONS, Mayfield Common, Edmonton
    Thursday, April 15th (7:30-9pm): ADDITION ELLE, South Edmonton Common

Customers looking to buy an original 'Jessica Biffi' outfit can do so online or check with their local store for availability. Addition Elle offers its signature Jessica Biffi for Addition Elle collection at 26 select stores (including online), and there are 40 Penningtons stores (including online) that have Bold Biffi for MXM. To shop online visit:, and Both collections are available in sizes X-4X and 14-24.

About Reitmans Fashion Group

Addition Elle

Addition Elle's mission is to celebrate the "body confidence" of its plus-sized shoppers with an exciting array of casual to career fashions featured in its 130 locations across Canada. In addition to superb collections of work and weekend styles, Addition Elle carries a beautiful selection of intimate apparel, sleepwear, activewear, outerwear, and accessories designed to address all of its customers' lifestyle needs. Addition Elle fashions can be purchased in-store or online at


With over 160 locations across Canada, Penningtons is known as the "destination store" for plus sized women. Offering a great selection of contemporary and classic fashions including lingerie, sleepwear, outerwear, accessories and hosiery, Penningtons makes it easy for its customers to find looks they'll love at unbeatable prices, both in-store and online at


In less than a decade, MXM has become Canada's premier 14+ fashion brand! Ever since it was first introduced, MXM took the plus sized market by storm and quickly grew in popularity by featuring the latest looks. 14+ fashionistas across Canada can find MXM in all Penningtons stores and the majority of Addition Elle locations, as well as at the online shop at

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at Images are free to accredited members of the media/

SOURCE Addition Elle

For further information: For further information: Media Contact: Celia Love, (905) 513-1889 or (416) 464-7534, e-mail:

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