I think it mentioned once long ago that men's stores didn't really have a good plus section(all they had were boring tent clothing for the Big and Tall) instead of women's places like Torrid and Lane Bryant who were already displaying scaled up versions of sexy straight sized clothing. So it decided to get its 'sexy, revealing' clothes from those women's stores, and it called itself 'femme' after so many people including children were confused by its gender.