Dive Brief:

• As of Thursday T.J. Maxx is offering plus-size women’s clothing online in a dedicated collection on its site.

• The move, which went live 9 a.m. Thursday, is the first time that the retailer has offered sizes 14 to 20 online, according to Marie Claire magazine.

• There’s no word on whether the retailer will be boosting its plus-size collections in stores.

Dive Insight:

Retailers and designers are increasingly moving to better incorporate plus-sizes, realizing perhaps that it represents a significant market left largely untouched in the past. 

But one of the complaints from women in search of these sizes is that retailers often feature them online, but not in stores, making it difficult or impossible to go shopping and try things on. Target, for example, was recently criticized for only offering plus sizes online for its much-anticipated Lily Pulitzer line this spring. 

T.J. Maxx’s gets tepid reviews from shoppers for its selection of plus sizes in store, so its move to sell clothes online is likely welcome but short of revolutionary.