Boden (clothing)

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Boden, founded in 1991 by Johnnie Boden, is a British clothing retailer selling womenswear, menswear and childrenswear internationally. Originally a mail-order business, 90% of sales are now generated online, with mail-order remaining an important part of Boden’s marketing strategy, distributing 50 million catalogues each year.[1] Retailing worldwide, key regions include the UK, US, and Germany, with new countries including Australia planned for the future.[2]


Boden was founded by Johnnie Boden in 1991 and initially launched with eight menswear products. Womenswear was introduced in 1992. Childrenswear range Mini Boden was introduced in 1996 by Kate Barton who then became the chief designer. The website was launched in April 1999. In 2002, the company expanded to America, launching, which now accounts for one third of total sales ($150m in 2012 alone.)[2] Boden’s first shop opened in 2004 in Hanger Lane, London and is still there to date. In 2007, the brand launched a baby range and also began trading in Germany, launching, the German website. In the summer of 2010, the teen range ‘Johnnie B' was created, featuring sizing up to 16 years old. In the summer of 2011, a maternity range was launched as well as a petite range for Boden Womenswear. Limited Edition online sections are now being introduced including a Mini Boden "Party dress" range, with dresses and accessories for weddings.[3]


Boden has a reputation for designing bright, patterned clothes as well as casual basics.,.[4][5] Its collections are made up of the Boden range for men and women, Johnnie B for older children and teenagers 8 - 16, Mini Boden for girls and boys aged 1 1/2–12, Baby Boden for newborns to three-year-olds and the maternity range; new collections are launched every spring and autumn, with further lines added in summer and winter.

Financial performance[edit]

In the summer of 2007, with more than a million regular customers, Boden announced a 60% rise in profits as its sales increased by 25% to £128.5m. Figures for 2011 revealed a turnover of £245 million, up 6 per cent on the previous year[6] with total sales for 2012 showing an 8% raise to £265 million.[7] With a focus on growth and development internationally, the brand aims to build a $500m business in the US within the next five years [7] as well as expanding to Australia.[2] Based in West London, the firm currently employs over 800 staff.[8][9]

See also[edit]


  1. ^ James Thompson (2013-05-13). "Boden toasts global gains after a tough time at home - Business News - Business". The Independent. Retrieved 2014-03-23. 
  2. ^ a b c Sarah Butler. "Boden tries foreigners for size as label goes for growth | Business | The Observer". Retrieved 2014-03-23. 
  3. ^ Harriet Lane. "Harriet Lane meets Johnnie Boden, the man behind the mail-order clothing brand | Fashion | The Observer". Retrieved 2014-03-23. 
  4. ^ Post. "The Sunday Times". Retrieved 2014-03-23. 
  5. ^ Judi Bevan (2006-06-14). "The Hooray who became a middle-class style guru". The Spectator. Retrieved 2014-03-23. 
  6. ^ "Financial statement of Jp Boden (Holdings) Limited in London". Retrieved 2014-03-23. 
  7. ^ a b Neil Craven, Financial Mail On Sunday. "Johnnie Boden: We must make even more of our British roots". This is Money. Retrieved 2014-03-23. 
  8. ^ Jordan Jay Victor Harrison
  9. ^ Jonathan Prynn (2007-07-27). "Catalogue king taking on the High Street". This is Money. Retrieved 2014-03-23. 

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