Dia&Co

About Dia&Co

Dia&Co operates as a personal styling and e-commerce platform focused on the plus-size apparel market for women. The company was established in 2015 by co-founders Nadia Boujarwah and Lydia Gilbert, who were classmates at Harvard Business School. Boujarwah's personal frustrations with the lack of fashionable options for plus-size women served as a primary catalyst for the venture. She has spoken about her lifelong love for fashion contrasted with the difficulty of finding clothes that fit her personal style across a range of sizes. Gilbert, with a background from the Clinton Global Initiative, shared this vision, and their friendship, solidified over shopping trips, evolved into a business partnership aimed at serving this overlooked market segment.

The core of Dia&Co's business is a try-on-at-home styling service. Customers begin by completing a detailed online style survey, covering preferences in fit, style, and budget. A personal stylist then curates a box of approximately five items to be sent to the customer. For this service, the company charges a $20 styling fee, which is then credited toward any items the customer decides to purchase. Customers keep what they like and can return the rest, with free shipping in both directions. This model is designed to address the significant challenge of poor and inconsistent fit that is common in the plus-size clothing industry.

Dia&Co targets women who wear sizes 10 through 32, a demographic that comprises a substantial portion of the female population in the U.S. but has historically been underserved by the fashion industry. The company has expanded its offerings to become a broader marketplace, featuring hundreds of brands, including luxury and designer options following its acquisition of 11 Honoré in 2022. This move significantly increased the assortment of products available, spanning various categories like activewear, lingerie, swimwear, and ready-to-wear. The business generates revenue from the styling fees and the direct sale of clothing and accessories from its platform. The company was acquired by FullBeauty Brands in April 2024.