Dia & Co bought 11 Honoré and this is curious…

Dia & Co is becoming a luxury? You have to admit that, with this pandemic, City Chic buying CoEdition and Torrid going public, a lot of interesting things have happened in the plus size fashion space. The latest news? Is it Dia & Co that acquired 11 Honoré, the plus-size luxury retailer – sure to shake up the plus-size space.

Our minds immediately turned to an opportunity to positively impact access to plus size fashion, which is at the core of Dia & Co’s ethos. This is curious…

“In my two decades as a plus-size shopper, the promise of being able to happily shop for the brands I love for everything from $25 t-shirts to $2,500 dresses, has been fulfilled. fitting my body, seamlessly in one place, is the ultimate dream,” Dia & Co.’s CEO, Nadia Boujarwah said. “Joining forces with 11 Honoré has made that dream a reality on our platform and will fundamentally change the shopping experience for our customers.”

We’re hoping and curious, Dia & Co has now acquired 11 Honorés. This acquisition can bring out the best in each brand. We might see more designer collections because of Dia & Co.’s supply chain? Will there be more access to seasonal personalized box and styling services or will we get the rental option ala Rent the Runway? Could we see more high-profile designers past the age of 22? Minimum to 4X?

We have all the questions and super hype about the possibilities!

“Patrick and I have met many times over the past few years and I think it has become very clear what service we can build together – really providing our clients with everything from Madewell to Carolina. Herrera in one place – is the very basic way (and I say this as both a large-scale consumer and a large-scale enterprise executive) the dream shopping experience ultimately becomes realistic, “ Nadia Boujarwah, co-founder and CEO of Dia & Co., says WWD in an exclusive interview. “Together, we are able to deliver immersive experiences for consumers that this category has not been able to deliver until now.”

You see where we’re going here?

And Nadia is not alone in this sentiment. Patrick Herning added in this interview: “Where we complement each other is to bring a brand new perspective to [Dia] background, this marriage of size, scale and brand. This is currently created as the target medium for distribution. That’s where we come in, as this fully integrated partner, where we can talk to brands at all price points right now, and having that vehicle to deliver. product to the right audience is a match made in heaven. ”

At a time when the plus size community has lost access to other options in the store: with Catherines and Avenue shutters and moved online, Lane Bryant downsized their stores, Eloquii closed all their physical stores, know where to buy plus size clothes poses its unique challenges.

But this is where digital and online communities come in plus size resource come in.

Nadia talks about how the pandemic has created this opportunity WWD:”The positive news coming out of the pandemic is that the conversation about representation and inclusivity has never been clearer and that’s amazing… I think the flip side of the equation is the reality of what happened. with the plus size options during the pandemic, is that they have actually been significantly reduced. “

It makes more sense to gain a stronger foundation and give back to the community, than to completely lose out to a retailer or brand, right?

It might be a little daunting or intimidating to have to go through so many changes with this climate, but on the other hand, we could see stronger choices, services and fashion – yes are not? Now that Dia & Co has acquired 11 Honoré, there are more options, yes?! Option? Ability?


With this news, we learn how they approached this deal, with strategy at the forefront. There are many benefits that this acquisition can bring to us. Our minds immediately started thinking about the different designers who could take advantage of the supply and marketing outreach that Dia & Co. perform.

This also includes size and fit, something Nadia noted in her interview with WWD:

“One of the things that we’ve really focused on – and this acquisition is really a testament to that strategy – is the idea that we need a way for brands to succeed. Fashion and Industry news, without them having to do everything – from fit, technology and design, to distribution and marketing. That book has been released many times and in truth it is a very tall order for most brands to get it right.

Instead of letting brands go down the road of trying to go from 0 to 100 on their own, [the brands can] working with a partner like Dia and 11 Honoré can really specialize in that value proposition for the customer and [then the] Brands can focus on producing the absolute best product and the most beautiful assortment possible. And we can really help with the marketing and distribution of that product. ”

dima ayad at 11 Honore Dia & Co Buy 11 Honoré
Dima Ayad at 11 Honore

Yes, Nadia.

Do you know what this also opens up space for? Melissa Mercedes. Jibri. Christian Omeshun. Courtney Noelle. Barkwood Clothing. Hilary MacMillan. Baacal. And Soooooo Much more.

News that Dia & Co has purchased 11 Honoré creates a space for more independents Modern designer plus size in keeping with the 11 Honoré aesthetic. Perhaps this deal opens up active channels of support for indie plus style designers who bring innovation, style and what’s missing in the plus size space.

You can find it? You can?

Well, make sure to keep subscribing, as we’ll be sure to share updates and new as they go live!

In the meantime, 11 Honoré will continue on, until fully integrated at in the near future.

What do you think about the news that Dia & Co bought 11 Honoré?

Does this make you curious?

Is this stimulating?

How do you feel about all these changes in the plus size fashion space? Let us know in the comments below!

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