The deal is reflective of the growing demand in the plus-size industry — and the need for more options.
But Boujarwah insists this is not enough. , more choices. The opposite of the history of settling that this customer has always been faced with,” said Boujarwah, who founded Dia in 2015 along with Lydia Gilbert. “At the end of the day, our goal is to serve the majority of American women and when you look at the bell curve, that’s really where our sizes fall.
“There isn’t a lot of consensus across the industry,” Boujarwah acknowledged. “Ultimately, that confusion serves customers very poorly.”
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