Andrew Killingsworth led his plus-size womenswear chain to further expansion this year, opening 10 more stores in the UK to take its portfolio to more than 100, alongside further rollout in the Middle East. He also identified a gap in the market for plus-size menswear and launched Bad Rhino for spring 16 to tap into the underserved sector.
All Yours stores now have a Bad Rhino presence and some stores have been refitted with a dual fascia. The company took the novel route of using a plus-size male model to front its campaigns, whereas most rivals in this sector typically use tall models rather than those who are bigger. Killingsworth is now firmly focused on this fast-growing sector.