Cambridgeshire-based Rebecca Dawson – founder of specialist plus-size outdoor retailer Vampire Outdoors and co-founder of plus size outdoor community organisation Every Body Outdoors – has been recognised as one of the UK’s 100 most inspiring female entrepreneurs. She chats to East Anglia in Business about her amazing first five years in business.
Rebecca, who founded her business in 2021, has starred alongside other leading female founders in Small Business Britain’s f:Entrepreneur #IAlso100 campaign, which celebrates the multi-achievements of business women in the UK.
The campaign celebrates 100 exceptional entrepreneurs driving innovation, growth, and positive impact in their communities, while running successful businesses.
Through Vampire Outdoors, she has challenged traditional sizing norms for outdoor clothing and equipment and helped make outdoor adventure more inclusive and accessible for plus size people across the UK.
Congratulations on your recent award win.
Thank you! It genuinely means a huge amount. To be recognised alongside so many inspiring women across such a wide range of industries and businesses is incredibly humbling. Running a small business can be quite a solitary experience, so moments like this feel like a real opportunity to reflect not just on the journey, but on what the business stands for.
Have you always been the ‘outdoorsy’ type?
The honest answer is yes and no. I grew up in a ‘countryside’ environment. My family business was in horticulture, and I was completely horse mad as a child, so I was outdoors a lot, but very much in a ‘horsey’ way.
Walking, on the other hand, I hated! I was that child complaining on family walks, which my mum still finds hilarious given what I do now.
It wasn’t until my early thirties, after the breakdown of my marriage and a period of depression, that ‘outdoors’ activities became something of interest. My GP suggested walking, and a friend encouraged me to train for a marathon charity event. That process completely changed my perspective. I discovered not just that I enjoyed walking, but how powerful it was for my mental and physical health.
What was your career background before founding Vampire Outdoors?
I’m a marketing professional by background and still run a small agency specialising in agriculture. Earlier in my career, I worked in my family business, where I did a bit of everything, from sales, marketing and operations to procurement and finance.
That ‘jack of all trades’ aspect gave me a strong grounding in how small businesses function day to day, and it’s been invaluable. When I started Vampire Outdoors, I had no experience in retail. I often describe myself as an ‘accidental retailer’, learning everything from scratch. But that broad business experience, combined with my marketing background, has helped me navigate the challenges and make this business a success.
For seven years I was also on the Board of Trustees for the Ramblers, the nation’s walking and access charity. This experience helped me on many levels – from governance and decision making, to innovation, and particularly to inclusion and access to the outdoors.
What inspired you to set the company up? And where did the name come from?
The business started during the pandemic as a side project with my then partner. Initially, it wasn’t about plus-size clothing at all, it was focused on ultralight hiking gear and trying to create more affordable alternatives to what was already on the market.
The name came from our very first product idea, ultralight tent pegs! We wanted something that stood out from the usual ‘hills and valley’ branding, and I jokingly said, “vampire stakes”. It stuck, and Vampire Outdoors was born. People tell me it’s certainly memorable and stands out!
But the reason the business exists in its current form came around a year or so later, and it’s much more personal.
Through my work with Every Body Outdoors, I had already been experiencing and hearing the frustration around plus-size outdoor clothing. This was something I lived myself as an ‘average sized British woman’ at size 16-18.
When I prepared to hike the West Highland Way in 2020, I couldn’t find a pair of waterproof trousers that fit. In the end, I made myself a rain skirt, despite not being particularly good at sewing. It worked… just about. But it wasn’t good enough.
That experience really crystallised something for me. This was a systemic issue perpetuated by brands, retailers and the entire outdoor industry. It simply wasn’t serving people in larger bodies. And if brands don’t make products for you, they’re effectively saying you don’t belong in those spaces.
When an opportunity came to stock plus-size outdoor clothing, it felt like something I couldn’t ignore. Two US brands making that specific clothing/equipment were struggling to get mainstream UK outdoor retailers to stock. That was a pivotal moment, and it’s when the business became what it is today.
What’s your ethos?
Our ethos is rooted very strongly in that frustration over not being seen or valued by traditional outdoor brands and retailers, and in a desire to change things.
At its heart, Vampire Outdoors is about helping people feel that the outdoors is for them. Because the reality is, many people don’t feel that way – they feel excluded, whether that’s because of their body size, confidence, lack of representation, or simply not seeing people like them reflected in outdoor spaces.
There’s also a misconception that being ‘outdoorsy’ means climbing mountains or doing extreme activities. It doesn’t. For many people, it’s about walking the dog, going for a family walk, camping, or simply spending time in nature.
What I’m trying to do is remove barriers. That means providing clothing and equipment that fits properly, but also offering guidance, support and reassurance.
There’s also a strong sustainability thread. I focus on stocking brands that are improving their practices, whether through materials, manufacturing or chemical use such as removing ‘forever chemicals’ like PFAs and PFOAs from production.
Where are your clothes designed and made? Do you export? Number of staff.
We’re a retailer rather than a manufacturer, so I work with brands that genuinely invest in plus-size design. Most production is in countries like China, Vietnam, Cambodia, and India, which is standard for technical outdoor clothing, but I’m very selective about who I work with, particularly around quality and sustainability.
We don’t currently export, although I’d love to. I regularly hear from customers in Ireland and across Europe who want to buy from us, but as a one-person business, the logistics are challenging.
The reality is it is just me on a day-to-day basis. I do have support from freelancers in PR, marketing and design, but I’m running everything else myself, which is certainly challenging at times. The business has been expanding quite rapidly, and I know I will need more support in the near future – I’m working on what that looks like.
What are the most popular ranges? Feedback from customers?
Walking trousers and waterproof jackets are our most popular products, which probably reflects the British weather more than anything else!
The feedback and reviews I receive have been hugely impactful. I regularly hear from customers who say they finally feel seen, or that they’ve been able to do things they previously avoided. Some of those messages are incredibly emotional and keep me going when I’m having a tough time.
I also spend a lot of time helping people with sizing, because it’s so complicated and frustrating, especially in plus sizes where there’s very little consistency. Being able to offer that personal support makes a huge difference that’s reflected in customer feedback.
How has the business developed and grown? Biggest opportunities and challenges?
The business has evolved from a small ultralight gear shop into a specialist plus-size outdoor retailer. Expanding into clothing, and more recently into larger-size camping equipment, has been a big part of that growth.
One of the biggest opportunities has been identifying gaps and pushing to fill them. Pestering brands to make bigger sizes or asking them to bring in products that aren’t sold in the UK – it’s become my superpower!
But expanding the business has come with challenges – cash flow is a constant pressure, particularly when I’m ordering stock up to nine months in advance. The business has been mostly self-funded with some debt finance, which adds risk but also keeps me very close to every decision.
Support from my suppliers and tapping into mentoring and free learning from non-profit organisations like Small Business Britain has been incredibly valuable.
Tell us about Every Body Outdoors.
Every Body Outdoors was born directly out of frustration. Five plus size outdoorsy women connected online during the pandemic, all sharing the same experience of being unable to find outdoor clothing that fits.
What started as a small, slightly angry campaign group quickly turned into something much bigger. When we launched publicly via an account on Instagram, the response was overwhelming, and it was clear how many people felt excluded in the same way.
Today, it’s a non-profit community interest company focused on improving access and representation for plus-size people in the outdoors. That includes working with brands, supporting product development, and running events and courses to help plus-size people build confidence and skills in the outdoors.
For me, it’s been hugely influential. It’s shaped my perspective, my values, and ultimately the direction of my business.
What was your reaction to being named a top female entrepreneur?
I was absolutely delighted. It’s a very competitive process, so to be included in the top 100 feels incredibly special. It was one of those moments where I stopped and reflected on how my work really matters.
What’s your advice to budding female entrepreneurs?
First, know your ‘why’. You need a strong reason behind what you’re doing – something that will keep you going when things are difficult.
Second, ask for help. Build your network, talk to people, and don’t be afraid to lean on others. You don’t have to do it alone.
And third, think about how you want to work. Be clear about the kind of life you’re trying to build, otherwise it’s very easy to create something that doesn’t suit you.
Where does Vampire Outdoors go from here?
The next step is developing my own product line. I’ve learned so much about what works for plus-size customers, and I want to use that to create something truly fit for purpose.
Alongside that, I’d love to expand into Europe and continue growing the community we serve.
Anything else?
Sustainability is something I take seriously and care deeply about. While I don’t control manufacturing, I do everything I can within the business – from using recyclable packaging to reusing materials wherever possible. It’s about making conscious choices, even at a small scale, and doing what you can with the resources you have.
