For years at Apella, we have had the privilege of listening to thousands of women share their stories — stories of hope, hesitation, courage, and transformation. Each trial, each fitting, each message reminded us of one truth:
a great fit can change how a woman feels about herself.

Apella grew because women trusted us with their occasion moments — weddings, festivals, celebrations, milestones. We perfected custom fits, premium fabrics and made-to-order outfits that made women feel seen, beautiful, and respected.

But while Apella was fulfilling dreams for special days, we kept hearing another need…
a quieter, everyday need.

A working woman told us:
“I want clothes I can wear to office comfortably every day.”

A homemaker said:
“I need simple, easy-maintenance outfits that don’t feel heavy.”

A young college student said:
“I need styles I can afford more often.”

And again and again, women told us the same thing:
they wanted everyday plus-size wear that fits just as beautifully, but feels lighter — on the pocket, on the body, and on the routine.

This dream needed its own space, its own identity, and its own brand.

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Why We Needed a Separate Brand

Many asked us, “Why not offer this under Apella?”
The answer came from honesty and market understanding.

1. Two different price expectations

• Apella customers seek premium craftsmanship and customisation.

• The Plus Size Co. customers want affordable, ready-to-wear daily ethnicwear.

Putting both under the same name would blur the value perception and confuse customers.

2. Two different mindsets

• Apella represents luxury, occasionwear, and personalised service.

• The Plus Size Co. represents comfort, simplicity, and budget-friendly essentials.

Each identity serves a distinct emotional and practical need.

3. Two different customer journeys

• Apella outfits are planned purchases for moments that matter — weddings, festivals, milestones.

• The Plus Size Co. outfits are spontaneous everyday picks — workdays, errands, casual outings.

Mixing these journeys would reduce clarity for both customer types.

4. Two different operational models

• Apella: Made-to-measure production, premium textiles, detailed craftsmanship, slower timelines.

• The Plus Size Co.: Ready-to-ship ethnicwear, faster turnaround, high-volume production, value pricing.

Creating a separate brand allows Apella to maintain its premium legacy while meeting a large unmet demand in the plus-size daily-wear market.

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The Birth of The Plus Size Co. — Fashion That Fits Real Life

We created The Plus Size Co. for the everyday woman — the woman who is managing a job, a home, a family, her dreams, and her responsibilities.
She needs clothing that keeps up with her life, not the other way around.

The Plus Size Co. stands for:

• Affordable everyday fashion

• Easy-maintenance fabrics

• Comfortable fits based on real body measurements

• Daily-wear and office-wear styles

• Quick-buy, ready-to-ship options

This brand is built on years of feedback from plus-size women who asked for practical, comfortable styles that look good every day — not just on special occasions.

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Our Promise to Every Plus-Size Woman

Launching this brand is not an expansion of business.
It is an expansion of commitment.

We promise:

• Fits that respect your curves

• Prices that respect your budget

• Designs that respect your lifestyle

• Fabrics that respect your time

• A shopping experience that respects your dignity

Because every woman deserves clothing that supports her, empowers her, and moves with her — whether she’s attending a wedding or heading to work on a Monday morning.

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A Future Built on Choice, Comfort, and Confidence

With The Plus Size Co., we are building a world where plus-size women never have to compromise — not on fit, not on style, not on comfort, and definitely not on affordability.

This is not just a brand launch.
It is a promise that your everyday life deserves just as much love as your special occasions.

And we are here — through both Apella and The Plus Size Co. — to walk that journey with you.