Dia&Co has made statements about their aim to serve the clothing market for plus-size women. They will offer a personalized online retail service.
Founder and CEO of the company, Nadia Boujarwah, said that the company has been able to go big in this edition.
This case is pertinent to the Pakistani market because not many brands are currently catering to this market. While the target group continues to grow, as the influence of fashion platforms reduce and awareness regarding healthy body image rises, the current supply chain for the plus sized clothing market is not meeting the potential demand. There are certain startups aiming to export the leftovers and plus sizes instead of channeling them within the country.
Even if the export side is concerned, with this announcement by Dia&Co, the potential of export market has also shown potential. There is a market waiting to be explored, and it is now in the hands of entrepreneurs to capitalize on that.