One of the major positives from the early days of internet trading was the diversification of products. Plus-sized people, who'd historically been ignored by high street fashion brands, suddenly founds companies marketing directly to them. FullBeauty.com was a leading light in that field, owned by the same holding firm who also managed Woman Within, Jessica London, Kingsize and Brylane Home.
The trouble for such brands began when much larger companies, for example, Amazon, realized there was money to be made by targeting the plus-sized market. With Amazon's marketing resources and basement pricing, FullBeauty's share of the market was rapidly ripped away. Their sales fell 30% in quarter 1 of 2017, which would be unsustainable for a business twice their size. In response, they appointed three new directors to the most senior positions within the firm and have promised that they will return to growth in the near future. It's unclear how they plan to do that.