![]() ![]() “Luxury was just a really big step forward that we could take in order to really be able to bring all the brands that she loves into one place truly dedicated to serving only her.”īoujarwah said the company has also invested in collaborations. “It’s just a category that our that our customer really values,” Boujarwah said. “It does not appear to me that the Dia & Co customer is the same as 11 Honoré.”įor Dia, the investment in luxury stems from its shoppers’ desire to shop for plus-size clothes with ease. “It seems less likely that someone is spending $60 on a sweater… is the same customer spending $1,000 on a dress,” she said. She said that the target customer base of both retailers might not align. For example, a cocktail dress at Dia can cost more or less $158, while an Azeeza branded dress from 11 Honoré can cost $895. Wong said that the extreme price difference between 11 Honoré and Dia could present some issues. “There’s no question, from a business perspective, that when you have a wider range of products across categories and price points, you see higher response rates or conversion rates,” she said. She said by combining 11 Honoré into Dia.com, the company is able to gain marketing efficiencies because it doesn’t have to pay to send traffic to two sites. There are plenty of opportunities ahead for Dia by being a comprehensive destination for plus-size products, said Polly Wong, president of marketing firm Belardi Wong. About a month later, it expanded into swimwear, offering brands like Kitty and Vibe, Andie Swim and Nomads Swimwear. In February, it launched lingerie, featuring brands like Hanky Panky, Elomi, Elila and Rya Collection. Dia’s website was updated to include 11 Honoré in its lineup.Īpart from the acquisition, the company had also expanded into new categories. “That access and democratization of luxury for the plus size customer, it’s really what 11 Honoré set out to do back in 2017, and we just continue that mission now with just much bigger infrastructure and access to customer base.”ġ1 Honoré’s website no longer exists and its customers were informed about the integration through email and social media. And that’s really the gap that we’re filling here with luxury,” Patrick Herning, 11 Honoré’s founder, said. “A consumer should have access to all the brands she’s read about, loved, wanted, aspired towards. Dia did not share the financial details of the acquisition. Customers can now access products from brands like Girlfriend Collective and Madewell, as well as luxury brands like Vince and Tanya Taylor all in one website. ![]() The integration of 11 Honoré was one of the biggest steps Dia made to achieve its goal of being the “ultimate shopping destination” for plus-size shoppers. Dia has raised about $120 million in venture funding. So far, about 1 million women have now shopped at Dia.com with marketplace gross marketplace value up 225% year to date over 2021. For example, Gap scaled back its inclusive sizing just a year after its release, and Loft completely dropped its extended sizing.ĭia offers a variety of apparel categories - such as tops, dresses and jackets - in sizes ranging from 10-32. Sales revenue for women’s plus-size apparel rose by 18% last year compared to 2019, according to a recent report from the NPD Group.īut managing inventory for so many sizes has proven to be difficult for retailers to pull off. Major retailers such as Nordstrom and Anthropologie released extended sizing options at that time. ![]() Sometime around 20, the plus-size market saw an influx of brands attempting to steal market share in the category. “Really being able to provide her an experience that spans from a Girlfriend Collective tank, all the way up through true designer apparel was something that I don’t think we really dreamed was possible, but in bringing our two companies together, is the real-life experience.” “I think the reality of shopping for apparel is that you shop at multiple price points,” Dia & Co’s co-founder Nadia Boujarwah said. Dia expects only Shein, Walmart and Amazon to have a larger assortment than the company by the end of the year. Staying true to its original goal, the company has been focused on growing its style and category options over the last 18 months. Launched in 2015, Dia was developed to address the shortage of fashionable options in larger sizes. ![]()
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