Selling to overweight customers is a huge market (no pun intended) that will only get bigger and is still under-served. This is a classic case of a market niche that a retailer focused on the specific needs of thse customers could find very profitable. The Wall Street Journal (subscription required) offers a glimpse into the opportunity and the retailers currently vying for the market:

Nearly 65% of Americans are overweight, turning plus-size clothing into a strong seller at retail outlets from Kmart to Nordstrom and for names such as Ralph Lauren and Versace. In all, big-and-tall has become an estimated $6 billion business, representing more than a 10% share of the total men's market.

Much of the action is coming from online and catalog buyers -- which makes sense, given that shopping at home is always more comfortable. Casual Male, the nation's largest big-and-tall chain, says sales through its online catalog were up 50% during the past year, while Big Tall Direct, an online offshoot of a Dallas retail chain, has seen a 38% increase.

The rub: Because weight-distribution varies widely from one big customer to the next, it can be tough for shoppers to find a good fit without trying items on.

As the article mentions, a lot of these sales are taking place online. Which means there is still a lot of money to be made by retailers who can offer the right sizes in stores where they can be tried on to ensure the right fit -- and the appropriate ambiance to make customers feel comfortable.