LOFT to Discontinue Their Plus Sizes and Customers are Furious Most companies, in an effort to be more inclusive, add plus-size collections to their stores. LOFT, on the other hand, has decided to discontinue their plus-size collection due to “ongoing business challenges”. Consumers are extremely shocked and upset at LOFT for “excluding half the market” People says. One Twitter user said, “LOFT is ending their plus size range due to lack of sales & I just want you to think of it this way. What if they cut out size M? Just all M. M didn’t sell well so the store will just be S, L, XL. How screwed up is that? Excluding half the market can not be a good decision but okay”.