Nordstrom invests in plus-size luxury apparel start-up

A rising online player in the size-inclusive luxury fashion market has a new investor.

11 Honoré announced $10 million in new funding from a group of investors led by Greycroft Partners and including Nordstrom, Forerunner Ventures, Upfront Ventures and others. The start-up plans to use the funding for strategic growth, including the expansion of its personal styling and shopping service and the curation of more brands on its site. By 2024, 11 Honoré estimates the global plus-size market will represent a $100 billion opportunity.

Launched in 2017, 11 Honoré’s offerings include plus-sizes from high-end designers, including Diana Von Furstenberg, Derek Lam and Dolce & Gabbana. The company plans to launch its own private label brand in 2020, according to a report by Fortune, followed by brick-and-mortar stores in New York City, Los Angeles, and Chicago.

"11 Honoré has changed the landscape of dressing for women offering inclusive sizes from high-end designers," Dana Settle, founding partner, Greycroft, said in a statement. "This round of investment propels 11 Honoré's business forward by integrating a strategic commercial partner who has the ability and regional doors to adapt 11 Honorè's excellent client services on the ground through a series of initiatives in the coming year."

Nordstrom is hosting Honoré trunk shows in Chicago and Nashville this week. The shows will expand to Atlanta, Detroit and other locations next month.