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Primaala owner Rachel Holt
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PRIMAALA 803 Dundas West, 416-360-1479, primaala.com
It's disappointingly hard to find plus-size clothing that doesn't resemble a muumuu or something from a 90s Sears catalogue. You might be shocked to know there are only 17 stores across the GTA that even carry options for plus-size women.
Primaala, a destination for women sizes 12 to 24, is determined to change that.
Owner Rachel Holt founded the store in March after seeing and hearing the fashion frustrations of larger women. She initially dreamed up the concept in 2004, and spent years researching and learning about garment construction before taking the plunge into entrepreneurship. She knows her stuff.
Primaala is welcoming and offers up styles that are trendy and flattering. Chandeliers and a suede couch up the glam factor, while racks boast a mix of designer European imports, premium denim and Canadian-designed accessories such as Opelle Hangbags.
Primaala picks Holt suggests the Staples faux fur coat ($365) and Eileen Fisher asymmetrical hem organic linen sweater ($305).
Look for Carmakoma, a Denmark-based line exclusive to Primaala, that offers some of the most fashionable clothing for the 12+ demographic. Check out their Allium leggings ($223) made of coated cotton that looks cool and feels comfy.
Hours Tuesday to Friday 11 am to 7 pm, Saturday 11 am to 5 pm, Sunday noon to 4 pm.