Plus-size e-tailer Dia & Co. is expanding. 

The fashion platform has entered into a deal to acquire fellow plus-size e-tailer 11 Honoré for an undisclosed amount. Like Dia, 11 Honoré — which was founded by Patrick Herning in 2017 —  carries a number of brands, including its own label, but at premium to luxury price points. (Think Beyond Yoga to Diane von Furstenberg and everything in between.) 

“Patrick and I have met a lot of times in the last couple of years and I think what became very clear was that the offering that we can build together — truly offering our customers everything from Madewell to Carolina Herrera in one place — is in a very fundamental way (and I say this speaking as both a plus-size consumer and the CEO of a plus-size business) the ultimate dream shopping experience come true,” Nadia Boujarwah, cofounder and chief executive officer of Dia & Co., told WWD in an exclusive interview. “In coming together we can bring experiences to life for consumers that the category hasn’t been able to deliver, up until this point.” 

Herning added: “Where we complement each other is bringing a brand point of view that will be newer to the [Dia] platform, this marriage of size, scale and brand. What this is now creating is the destination vehicle for distribution. That’s where we enter, as this fully integrated partner, where we can speak to brands across all price points now and have that vehicle to get product in front of the right audience is a match made in heaven.”

Boujarwah…