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Big Stretch

Lululemon isn't the only niche retailer trying to break out.

Jamba Juice

2008 revenue: $317 million
Cult product: Made-to-order smoothies
What's next: Oatmeal, sandwiches, ready-to-drink beverages
New competitors: Starbucks, Coca-Cola
Why now: Breakfast is high margin and low risk. Plus, one $2.95 oatmeal is equal to six shares of Jamba's flagging stock.

Under Armour

2008 revenue: $725 million
Cult product: Football apparel
What's next: Running shoes
New competitors: Nike, New Balance
Why now: UA needs fresh turf as profits got sacked at the end of last year. Running is the only shoe category that saw growth in 2008.

Steve Madden

2008 revenue: $455 million (estimated)
Cult product: Platform shoes
What's next: Clothing, bath, and bedding
New competitors: Forever 21, Hot Topic
Why now: Tween sales have led Madden to exceed expectations, giving it a platform to pursue coveted lifestyle-brand status.

A version of this article appeared in the April 2009 issue of Fast Company magazine.