niche business

[Romel Panzer]

What does "niche business" means in the following paragraph: "From neckties to cinema, from diabetic foods to large-sized clothes for plump women,
niche businesses help small entrepreneurs creatively find their place in the sun". From the context, it can be made out that the meaning should be "big, established" , but the dictionary meaning of the word "niche" does not indicate anything to this sense of the meaning. Moreover, is the second bolded phrase "in the sun" correct or it should be "under the sun".

[Ouisch]

A niche business is a business that serves a very specialized clientele. A shoe store that only sells size 10EEE or larger is a niche business. A vegan restaurant is also a niche business.

And you're right, I think the writer should've said "under the sun."

[BobK]

Originally Posted by Romel Panzer

What does "niche business" means in the following paragraph: "From neckties to cinema, from diabetic foods to large-sized clothes for plump women,
niche businesses help small entrepreneurs creatively find their place in the sun". From the context, it can be made out that the meaning should be "big, established" , but the dictionary meaning of the word "niche" does not indicate anything to this sense of the meaning. Moreover, is the second bolded phrase "in the sun" correct or it should be "under the sun".

I agree with Ouisch and you that 'under the sun' is probably a stronger collocation than 'in the sun', but - in BE at least - 'a place in the sun' is another collocation meaning '[possibly long dreamed of] ideal position', and I think that meaning is quite appropriate here.

b