No experience here, but yes, I would agree with a strong online presence being important. What about a Niche area of scrubs for MEN. Not pink flowery scrubs, but scrubs for MEN. There are various nursing associations you could somehow align yourself with for publicity.
I pretty much guarantee you that if you would specialize in MALE NURSING scrubs you would hit a niche that does not seem to be tapped into and an area that continues to grow. I think even with the male scrubs there seems to be a minimum amount of choice when it comes to surgical scrubs, often ER docs will wear scrubs...I get most of my scrubs made by a personal friend due to lack of choice.
I would also recommend even contacting kingsize direct, they are a men's big and tall online source. I have been on them for sometime to get scrubs with no success. Yes there are big men that are nurses as well!