Clothes shopping can be a nightmare for any and all of us who are feeling like we’re having an off-day in the sizing department. But if you’re anything larger than an average size 10, then you know the struggle is almost always real whenever you seek out a fashionable piece of clothing.
Except now, thanks to a brand new online retailer specializing in women’s clothing sized 10-to-26, no one needs to feel frustrated that a size isn’t available again. At least you don’t if you’re shopping on CoEdition, the new e-commerce site that wants to provide stylish clothing of all sizes to women everywhere.
The site is the brainchild of four former Gilt executives who wanted to put together “a curated selection of stylish options at accessible price points frequently under-served in the traditional retail landscape.” That means these collections will feature plenty of options in everything from apparel and intimates to active wear, swimsuits, accessories and even shoes, completely changing the game in terms of plus-sized wear.
If you think about it, it’s kind of mind-boggling that it’s taken this long for designers and retailers to wrap their minds around the fact that not only smaller-sized women want to look fashionable, and that there’s a very real market out there for average and plus-sized women as well. But that opinion seems to finally be changing.
So far CoEdition, which officially launched on Tuesday, has collections from the likes of Stuart Weitzman, Tahari and Rachel Roy, and there are plenty more partnerships in store. In fact, by the end of the year the owners hope to grow the site to boast more than 150 fashion brands; there are new names coming on board every day and the website expects to have at least 5,000 items for sale on the site in the next three months. How’s that for growth, huh?
Furthermore, CoEdition also plans to enlist the help of influencers in curating and spreading the word about their collections, beginning with a partnership with Alex Michael May.
Stop and smell the roses—and get them sent your doorstep from @shopcoedition to wear all around town in style 💁🏼♀️ I snagged this floral @rachel_roy wrap dress to put a little SPRING in my step just in time for the season 🌺 🌸 🌹 If you haven’t yet, hop over to @shopcoedition to shop curated looks by me and other super stylish babes in sizes 10-26 from top plus brands! Believe me, this will change the way you shop for good! #sponsored #shopcoedition #rachelroy #psootd #dsfloral #spon
“We always say that this woman has great taste she just hasn’t always had great options,” CEO Keith George told Refinery29. “She has an incredible sense of style … there’s been a lot of brands that Brooke [Cundiff, CoEdition’s CMO] has been working with out of the U.K. and Australia and other places that frankly, people don’t even know about, and providing access to those brands [for customers] is going to be a game changer.”
A game-changer that’s long overdue, we say.