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Sequoia is leading a $20 million investment in Dia&Co, the Stitch Fix for plus-size women

The round values the company at about $70 million.

Dia & Co. co-founder Nadia Boujarwah models on the company’s website.

Dia&Co, a personal styling startup focused on the plus-sized women’s category, has raised an investment of nearly $20 million led by Sequoia Capital, according to multiple sources.

The funding round values the startup at nearly $70 million, these people said. The investment was led by Sequoia’s Alfred Lin, the former COO of Zappos who’s on the board of companies like Airbnb and Houzz.

A Sequoia spokesman and Dia&Co co-founder Nadia Boujarwah declined to comment.

Dia&Co, founded in 2014, sells clothing and accessories to women who wear plus-sized apparel via a try-on-at-home model. Customers take an online survey to explain their tastes and then are shipped a five-item box of clothing and accessories. They buy the pieces they like and ship the rest back for free.

Each box comes with a $20 styling fee that can be used as a credit toward a purchase of an item in the box. If a customer buys every item in a box, they receive a 20 percent discount.

The model is almost identical to that of Stitch Fix, an older personal-styling startup that is doing hundreds of millions of dollars in annual revenue. Stitch Fix has said it will start selling plus sizes in the spring. Dia&Co also faces competition from other startups in the space, like Gwynnie Bee and Eloquii.

Dia&Co previously raised two rounds of about $3 million apiece. Existing investors include Lerer Hippeau Ventures and Maveron.

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