Because this industry is still relatively new, this is not a business for entrepreneurs who dislike innovation and change. Specialty retailers can expect increased competition from superstores, which will face still more competition from mass merchants and drugstore chains eager to tap into a growing market.
On the other hand, retailers who understand their markets and who bring intelligence and compassion to the task can enjoy both surging revenues and strong customer loyalty.
"The attitude that's emerging is one that says, `We're not intimidated. We're not ashamed,' " says Greenberg. "[Having an illness or disability] doesn't mean you can't live a full life. In fact, our whole point is that you can."