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EShakti, which offers customizable clothing in sizes 0 to 36W, has been steadily increasing its range with promising results: Sizes 14 and up account for 52 percent of the company’s sales. At online retailer ModCloth, nearly three-quarters of clothing is available in every size from XXS to 4X. Shortly after he took the helm at ModCloth in 2015, Matthew Kaness opened the company’s first pop-up stores. Every day, visitors asked the same question: “Where’s the plus section?” “And the answer was, we didn’t have one,” Kaness said. Instead, all sizes, from XS to 4X were grouped together, by style. “People’s faces lit up when they heard that,” he said. “For a lot of them, that was the first time girlfriends, mothers and daughters, co-workers could shop together in the same store. That was the lightbulb for me.” A few months later, he removed the “plus” section from the company’s website. In three years, Modcloth, which is now owned by Walmart, has nearly quadrupled its lineup of larger sizes.
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