Retail clothing company Old Navy is phasing out a separate section for its plus-size clothing after calls to end the industry practice. Starting Friday, women’s clothing sizes 0-30 will be sold all in one section in stores and online.

All of Old Navy’s 1,200 shops will now use sizes 4, 12, and 18 mannequins along with a different range of sizes for models to showcase the clothing online as well.

The “plus-size” collections, which were once sold in a separate part of stores and had its own category on the website, will now all be sold together and be merged into one navigation menu online.

Old Navy has sold plus sizes 16 and above since 2004 and had a separate design and production team. At one point the company was also charging extra for the clothing because it cost more to make. This was heavily criticized and resulted in a Change.org petition.

Now, the company's women’s fashion will all be created by one team and all clothing designs will be available in a range of sizes.

“We knew this wasn’t a quick fix,” said Alison Partridge Stickney, Old Navy's head of women’s merchandising.

“We couldn’t fix this with a rack of clothes in stores or adding another few styles. It had to be a top-to-bottom change in the way we work.”

Plus size clothing does cost more to make which has made a lot of companies stray away from the business but many brands that have already joined in on the phasing out, have seen success. This means giving more options to a wider audience than most retailers and opening up more to the $20.4 billion U.S. plus-size market.

Old Navy said that “plus” searches on its website had gone up 63% over the past year. The plus-size women’s market is expected to grow from 4% to 8% through 2023, according to Brian Ehrig, a partner in the retail practice of global strategy at Kearney.

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