Loft is quietly dumping most plus sizes just 3 years after rolling them out, and some shoppers are furious

• Loft announced on Twitter that it would soon discontinue certain plus-size clothing.
• The company faced backlash from consumers over the decision.
• The stated reason for the discontinuation was "ongoing business challenges."

Loft said Sunday that it would soon stop offering clothing in certain plus sizes.

-LOFT (@LOFT) March 14, 2021

Loft announced the change on Twitter in response to a tweet asking if the retailer planned to discontinue the larger sizes.

In response, Loft said "ongoing business challenges" had impacted the brand's plus-size collection.

"We sincerely apologize for any disappointment," Loft tweeted.

The brand said that future clothing would range from size 00 to size 18, or from XXS to XXL. Loft introduced its plus-size collection, which ranged from sizes 16 to 26, in 2018.

Several Twitter users expressed their disappointment with the company's decision, and highlighted the fact that a majority of the US market wears plus-size clothing.

Twitter user Jessica Hill wrote: "A majority of my wardrobe is Loft plus size, and I recommended many women (plus AND standard size) to your brand as a result of your inclusivity. What a disappointment. You should rethink this while there's still a brand to save."

Data from Allied Market Research shows that the plus-size clothing market is on track to reach nearly $700 billion by 2027.