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Is Dia & Co getting into luxury? You have to admit, a lot of interesting things happened in the plus size fashion space this pandemic, with City Chic buying CoEdition and Torrid going public. Recent news? Has Dia & Co bought the luxury plus size retailer 11 Honoré, which is sure to shake up the luxury plus size space?
Our minds immediately go to an opportunity to positively impact access to plus-size fashion, which is at the heart of Dia & Co.’s values. This curiosity…
“In my two decades as a plus-size shopper, the promise to buy everything from the brands I love, from $25 t-shirts to $2,500 dresses, in one place, perfectly tailored to my size, was my ultimate dream.” said Dia & Co. Its CEO is Nadia Boujarwah. “Joining forces with 11 Honoré has made this dream come true on our platform and will fundamentally change the shopping experience for our customers.”
We are hopeful and curious as Dia & Co Acquires 11 Honoré. This purchase can bring out the best in each brand. Could we see more designer collections due to Dia & Co.’s supply chain? Will there be more access to styling services and seasonal personal boxes, or will we get a rental option with Rent the Runway? Could we see more high-end designers going beyond 22? At least to the 4X?
We have all the questions and are extremely excited about the possibilities!
“Patrick and I have met many times over the last few years, and I think what has become very clear is that the proposition we can create together – truly offering our clients everything from Madewell to Carolina Herrera in one place – is a very fundamental way (and that’s both in one place). As a large-scale consumer and CEO of a large-scale business) the ultimate dream shopping experience comes true.” Nadia Boujarwah, co-founder and CEO of Dia & Co. said: WWD in an exclusive interview. “Coming together, we can bring to life experiences for consumers that the category has not been able to offer up to this point.”
Do you see where we’re going here?
And Nadia was not alone in this feeling. Patrick Herning added in this interview: “Where we complement each other is in bringing a brand perspective that will be newer to the industry. [Dia] this marriage of platform, size, scale and brand. What this creates now is the target tool for distribution. This is where we come in as a fully integrated partner, a match made in heaven where we can now talk to brands at all price points and have this tool to get the product in front of the right audience.”
At a time when the plus size community is losing access to more store options: Catherine’s and street shutter doors and by moving online, Lane Bryant is downsizing its stores, eloquii intentionally closing all physical stores where to buy your plus size clothes presents its unique challenges.
But this is the digital community and online plus size resources Enter.
Nadia talks about how the pandemic created this opportunity WWD: “The positive news from the pandemic is that the talk about representation and inclusion has never been clearer and that’s great… Yet the other side of the equation is the fact that what happened to plus size options during the pandemic, they’ve actually been significantly reduced. ”
It makes more sense to bid on a stronger foundation and community than lose a retailer or brand altogether, right?
Experiencing so much change in this climate can be a little scary or concerning, but on the other side we can see more powerful options, service and fashion – right? Now that Dia & Co Has Bought 11 Honoré, there are more options, right?! Options? Possibilities?
Hopefully!
With this news, we learn how they approached this deal, keeping strategy at the forefront. There is so much goodness that this purchase can give us. Our minds begin to think of the various designers who could benefit from the supply channel and marketing reach Dia & Co. offers.
This includes sizing and fit, as Nadia points out in an interview with WWD:
“One of the things we’re really focused on – and this acquisition is really a testament to that strategy – is the idea that we need to have a way for brands to be successful on the plus side. Fashion and Industry newswithout having to do everything from compliance, technology and design to distribution and marketing. This playbook has been played many times and the truth is that it is very difficult for most brands to find the truth.
“Instead of making brands try to go from zero to 100 on their own, [the brands can] work with a partner like Dia and 11 Honoré who can truly specialize in this value proposition for the customer, and [then the] brands can focus on producing the best possible product and the most beautiful variety. And we can really help with the marketing and distribution of this product.”
Yes, Nadia.
Do you know what this opens up space for? melissa mercedes. Jibri. Christian Omeshun. Courtney Noelle. Barkwood Clothing. Hilary MacMillan. baacal. And Sooooo Much More.
News that Dia & Co Has Acquired 11 Honoré leaves room for more indie contemporary plus size designers 11 Those who conform to the Honoré aesthetic. Perhaps this agreement opens channels to actively support plus-size independent designers who bring in innovation, style, and what’s missing in the plus-size field.
Can you see this? can you?
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Meanwhile, 11 Honoré will remain on 11honore.com until fully integrated into www.dia.com in the near future.
What do you think of the news that Dia & Co has acquired 11 Honoré?
Does this make you wonder?
Does this excite you?
How do you feel about all these changes in plus size fashion? Let us know in the comments below!
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