On the one hand N Brown is increasingly using the Internet to boost its catalogue and mail order activity. It is also cashing in on supplying a rapidly expanding market notably the supply of fashionwear in larger sizes.

The nation’s expanding waistlines have contributed substantially to a 26% leap in profits for the organisation. Over half its turnover comes from sales of size 20 and above.

The lessons to be learnt from N Brown are clear. The Internet is a distribution channel that offers better profit margins than conventional retail. And there are always untapped niche markets out there waiting to be discovered.