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Tall is beautiful - and a very lucrative niche market too - according to Long Tall Sally boss

Long Tall Sally, the clothing outlet for statuesque women, has grown from a single London store to become a giant e-tailer through acquisition and international expansion, and will open its latest store in Munich on Friday.

The cross-border brand was founded by Judy Rich in 1976 when the UK-domiciled American could not find clothes to fit her 5ft 11inch frame. She discovered that manufacturers simply added inches to the bottom of skirts or trousers, which did not make for the perfect fit.

In the mid-1980s, Rich became an early adopter of the catalogue model – already popular in the US – alongside Next, and launched her mail order business. It meant that 20 years later the business was ready-made for the web.

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