If you’ve shopped for plus-size lingerie online in the past decade, you probably know Hips and Curves. The brand isn’t new to the scene; it’s been around since the early 2000s. It built its reputation as a shop that gets what curvy women want—styles, fit, and an attitude that leaves the traditional, old-school catalog vibes behind. But lately, there’s been more chatter than usual about whether Hips and Curves is shutting its doors for good.
You may have seen posts in Facebook groups or comments floating around Instagram, wondering if Hips and Curves is the next to go. Some folks say the site looks “quiet,” or that they’re not seeing as many product drops. Others point to the rash of store closings across retail this year and assume Hips and Curves must be caught up in that, too.
So what’s true? Is Hips and Curves actually going out of business in 2025, or is it mostly rumor?
Where Things Stand for Hips and Curves Right Now
Let’s start with what we know: as of July 2025, Hips and Curves has not announced any shutdown or going-out-of-business plan. If you visit their website today, it’s up and running with product in stock. You can still shop for their lingerie, activewear, and “boudoir” accessories. You can also still see active posts on their social media channels.
No one from the company has issued a press release saying Hips and Curves is closing its doors. There haven’t been any formal emails to customers—no official farewell posts, no closing-sale banners, nothing like that. That’s usually what you’d expect with a retail closure, especially for a brand that’s as well-known as this one.
Some customers have noticed changes to shipping times or a smaller restock of some items. But that’s a trend in a *lot* of retail right now, not unique to Hips and Curves. When pressed, company representatives have said they’re still operating and accepting orders. There is no official announcement of closure.
The Plus-Size Lingerie Business Keeps Changing
Retail, especially online fashion, is in flux right now. Consumer habits are shifting, influencer trends come and go, and supply chain headaches still linger from post-pandemic years. Let’s be honest—staying afloat as a niche or mid-sized retailer isn’t exactly easy in 2025.
Big-box stores and giant e-commerce platforms have thrown their hat into the plus-size lingerie ring. When a big name suddenly starts offering extended sizing, it can change things for specialty shops like Hips and Curves. Sometimes the result is less of a customer rush and more of a slow siphoning of regular shoppers.
Then there’s the economy. Most people’s budgets are tighter than they were back when stimulus checks were rolling in. So, we’re all being a bit pickier about what we buy, and a fancy new bra might not make the cut. Retailers all over—from niche bra brands to major chains—are feeling the pinch.
Add in the trend of “quiet quitting” by smaller brands, where a brand doesn’t really announce a closure, it just disappears over time, and it gets even harder for shoppers to get a clear status update.
Why Are People Speculating About a Shutdown?
So, where’s all the talk about Hips and Curves closing coming from? The short answer is: rumors fly fast when shoppers get spooked. If a customer notices fewer Instagram updates or sees some products “out of stock” for weeks, that’s enough to spark rumors that the company is closing.
This year, headlines about widespread retail closures have become basically part of the news cycle. In 2025, we’ve already seen big brands—especially those with physical stores—either shut down locations or close entirely. That background noise has made people more jumpy about any smaller or specialty retailer’s future.
There are other things feeding speculation, too. Some shoppers have said their orders take a bit longer than they used to. Others talk about getting stock notification emails for previously sold-out products, only to find that sizes are limited. That’s not unusual in fashion retail, but add it to whispers of “another one bites the dust,” and soon there’s a full-blown rumor mill.
A lot of these guesses are probably just that—guesses. People are more sensitive to signs of trouble, maybe because they’ve seen favorite brands vanish out of nowhere before. Without rapid communication from the brand itself, theories can fill in the blanks.
What Hips and Curves Has Actually Said
Here’s the thing: Hips and Curves hasn’t published a big “here’s what’s happening” announcement yet in 2025. If you check their social channels or customer emails, the messaging is still business as usual. There are occasional replies to customer questions on their posts, mostly confirming that the store is open for business and they’re filling orders as normal.
Industry insiders say some shift in offerings is likely, especially for brands focused on plus-size or specialty lingerie right now. Hips and Curves isn’t immune to the impacts of what’s happening in the broader market—think supply issues, cost pressures, or changes in how customers want to shop. But there’s been nothing concrete from company leadership about permanently winding down.
In the past, when smaller brands have faced trouble, they’ve been a little more up front—at least, eventually. If you’ve followed fashion retail for a while, you’ve seen the difference between a going-out-of-business fire sale and a company that simply slows down for a season. Hips and Curves seems, for the moment, to be choosing the latter. They’re operating as normal, but probably watching costs closely and rolling out new items more slowly than during a boom year.
The Reality for Specialized E-Commerce in 2025
This is a weird moment for mid-sized online brands. Back in the late 2010s, if you found a niche and delivered on style or fit, you could build a loyal online following pretty quickly. These days, the internet is more crowded. Between TikTok-driven trends and the dominance of bigger budget retailers, even “cult” brands face tougher odds.
For plus-size fashion especially, there are extra hurdles. Manufacturing extended sizing can be more expensive. Smaller, independent brands sometimes have to pony up extra cash to make sure they’re compliant with new shipping, packaging, or returns rules. All of that eats into profit.
Plus, shoppers’ expectations are changing. If you can’t compete on super-fast shipping—think Amazon Prime speeds—or deep discounts, it’s easy to get left behind. Hips and Curves’ core fans are loyal, but they also want variety, new collections, and stock that matches real-world sizing.
Imagine you’re a shopper who fell in love with the “Vixen” lace bodysuit three years back. If it goes out of stock or takes weeks to ship, you might think twice before ordering again. Multiply that across lots of individual shoppers, and you start to see why speculation starts, even if the official story is more about cautious business strategy than total shutdown.
How Hips and Curves Is Adapting—and What to Watch Next
Hips and Curves has leaned in on social media engagement and a steady, if smaller, stream of product launches. Promotions and sales still roll out to their email list. There’s also a focus on regular communication—answering customer concerns and explaining occasional shipping delays.
They haven’t tried going brick-and-mortar, like some brands did pre-pandemic. Instead, they’ve doubled down on digital-first sales, customer loyalty programs, and emphasizing body positivity—a move that speaks to their consistent brand voice.
Industry experts say keeping it simple and tight is a survival tactic for a lot of specialized shops right now. There are fewer wide swings in inventory, but also fewer big sales events—which some customers notice, but not always in a bad way.
If you poke around forums or business news blogs, you’ll find examples of other e-commerce brands in similar situations. Resources like Sera Business often track which midsize companies are closing and which are just shrinking for a season, and Hips and Curves is not currently on the closure list.
Bottom line: While the company is not making splashy moves or massive headlines, it is also not putting up “Store Closing” signs. For now, they seem to be focused on keeping their core business steady and riding out the ups and downs of the market.
So, Is Hips and Curves Going Out of Business?
Here’s the clearest answer we can offer with the info available—no, there is no official word that Hips and Curves is shutting down in 2025. The company is still running its site, posting to socials, and fulfilling orders as usual.
Speculation has a way of gaining traction, especially as more stores close and shoppers feel anxious about losing their favorite niche brands. But in this case, rumor doesn’t equal reality.
Going forward, it’s smart to watch the usual signals—like an official statement from the company, a major sales blowout, or final-stock discounts. For now, none of those things are happening.
If you’re a longtime Hips and Curves customer, it’s always a good idea to keep an eye on updates, but at the moment, there’s no real sign of things ending soon. The brand is working through the same market bumps as a lot of mid-size online retailers, and from the outside, it looks like their plan is to stick around, even if things are a little quieter than they used to be.
No drama, just business—at least for now.