KNOXVILLE, Tenn., Aug. 17, 2021 /PRNewswire/ — Altar’d State, a swiftly developing women’s fashion retailer with far more than 120 boutiques in 37 states, unveils Arula, the new name for the manufacturer formerly identified as A’Beautiful Soul. Arula is a special mid-dimensions and as well as-measurement style brand name that caters to girls sizes 10-24 by providing a curated purchasing experience. Arula suggests “shining as the sun, amazing and loaded with grace,” The ethos of Arula is “Motivated by Splendor.”

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“We benefit our attendees higher than all, and what we listened to from them is that the previous identify had some destructive implications, and that’s not how we want our attendees to experience,” said Dana Seguin, Arula chief advertising officer. “We normally want our guests to feel gorgeous, encouraged and uplifted in each and every way, and we know that phrases subject. Right after reflecting on this responses, we understood that we wanted a new title, one that far more precisely displays what we stand for.”

Arula seeks to erase industry criteria and increase the bar for the mid-dimension and furthermore-dimension purchasing practical experience. The new boutiques offer an immersive procuring encounter intended to interact the shopper’s senses: what she sees, what she hears, what she smells. Seguin and her staff think  in “the mood-boosting electrical power of wonderful points,” that experience gorgeous has a halo influence, and that real connection is introduced about when individuals lift just about every other up. As a brand name, Arula aspires to assist its clients depart the retail outlet sensation far better than when they walked in.

“A fantastic outfit can transform your temper, and great jeans make good times,” Seguin added. 

Altar’d Point out ideas to mature the Arula brand name and to develop into new marketplaces. A new, completely expressed in-retail outlet searching working experience will come to lifetime in Oct as the firm opens the very first of a lot of stand-by itself Arula areas. On the internet, the intention is to supply an amazing experience that shoppers can join with wherever, showcasing styles of different sizes, straightforward outfitting equipment and a prime-notch guest support that will set Arula apart.

“As a model, we strive to be reliable and to usually pay attention to our visitor. She is at the center of every little thing we do. That is why we have modified our title, but not the clothes our guest has grown to love,” claimed Kim Parr, Arula vice president of merchandizing.

“This brand begun from the coronary heart,” mentioned Aaron Walters, chairman and CEO of Altar’d State, Arula and Vow’d. “I have recollections as a baby shopping with my mother and looking at her split down and cry from never ever being ready to discover just about anything to put on. That stuck with me and has driven us to make stunning choices for all those who have not experienced solutions in the past. 67% of women of all ages only have 3% of the floor room in buying facilities, and we are heading to improve this.”

About Arula

Arula caters to women of all ages measurements 10-24, giving a curated browsing destination at the intersection of fashion and local community. Really only, Arula wishes to deliver the beautiful environment mid-dimensions and additionally-dimensions buyers have often longed for, regardless of whether purchasing for the ideal pair of denims, a bohemian dress, a wonderful necklace or decor that brings pleasure and gentle to the residence. Aurla’s guest is a 25 to 35-yr-previous feminine who desires to be witnessed for her beauty, has a passion for giving back and has a love of fashion. Arula at this time has 17 boutiques in 14 states, with much more on the way (like stand-by itself boutiques opening drop 2021), plus a model-new on the web encounter. For extra data, pay a visit to

About Altar’d Condition

Altar’d Condition is a speedily increasing women’s trend brand name with 120 spots in 37 states. It feels like a sanctuary—a area of natural beauty from the inside out. From welcoming encounters and warm associates who make friends sense unique, to thoughtfully curated products in-retail outlet and on line, the brand is created on the founding ideas of giving back and making a variation in the world. Natural beauty that attracts you in, a heart that keeps you coming back again. For far more information, pay a visit to

About Vow’d

Vow’d is a different type of marriage brand name. We feel every single bride deserves a wonderfully crafted dress and equipment at an straightforward price tag, and a procuring expertise that is uncomplicated and exciting. To meet up with her the place she is, we pair our unique solution assortment with ideal-in-class technologies answers for the modern-day bride, such as try-at-household and virtual appointments. For much more information, stop by

Altar’d State, Arula and Vow’d are a family members of manufacturers that delivers alongside one another a really like for fashion and caring for some others. Every working day, its mission is to assist the significantly less fortunate and make a big difference in the environment.

Media Speak to:

Laura Mansfield, APR


[email protected] 


Organization Make contact with: 

Nikki Nettles

[email protected] 








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