PRiMAALA

If the average North American woman wears a size 12-14 dress, why are stores that carry these sizes a rarity - an exception to the rule? When studying fashion design, Rachel Holt asked herself the very same question.

At the time she was writing her university thesis for her business plan, Rachel discovered that there were only 15 stores in all of Toronto that carried clothes for women in the 12-24 size range. This was mind-boggling to Rachel, especially since the plus-size retail dollar is in the range of tens of billions of dollars and is the only sector in the retail fashion industry that actually earns money, while everyone else is losing. “I asked myself, ‘Why are there so few options out there when there are so many women who would spend the money?” and Rachel’s answer was PRiMAALA.