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Boden
IndustryClothing industry
Founded1991
FounderJohnnie Boden
Headquarters
North Acton, London
,
England
Area served
United Kingdom, Germany, Australia, United States
ProductsHomeware and clothing
Websiteboden.com

Boden is a British clothing retailer selling primarily online and by mail order and catalogue. It was founded by Johnnie Boden in 1991 as a mail-order business.[1] In 2022 Boden reported annual sales of £351m, predominantly in the US, the UK and Germany, 1.8m customers and 1,034 employees.[2] Boden has a large international following. In 2022 the business made 70% of its sales outside the UK, the US being the largest market.

History

The Boden offices in Acton, London

After working as a stockbroker in the City of London and on Wall Street – a job he reportedly spent years "loathing" [3]– Johnnie Boden decided to go out on his own. He identified a gap in the British market for an upmarket mail order clothing catalogue of the kind he'd seen during his time in New York.[4] The catalogue was 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 UK website was launched in April 1999. In 2002 the company expanded to America with dedicated website. The business now accounts for one third of total sales, which in 2012 were $150 million.[5] Boden's first shop opened in 2004 in Hanger Lane London. In 2007 the brand launched a baby range and also launched the German website. In the summer of 2010 the teen range ‘Johnnie B' was created, with 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 were later introduced including a Mini Boden "Party dress" range, with dresses and accessories for weddings.[6] In 2014 the company launched an Australian website.[7]

Products

The company designs bright, patterned clothes as well as casual basics.[8][9]

Financial performance

In the summer of 2007, with more than a million regular customers, Boden announced a 60 percent rise in profits as its sales increased by 25 percent to £128.5 million. Figures for 2011 were a turnover of £245 million, up 6 percent on the previous year.[10] The company planned in 2007 to expand to Australia.[5]

Sales for 2016 were £308 million, with profits at £26.2m.[11]

Sales for 2022 were £350.7 million down from £357.4 million, with a loss of £3.9 million compared to a profit of £17.6 mullion in 2021. Boden had 1.8 million customers at the end of 2022.[2]

See also

References

  1. ^ James Thompson (13 May 2013). "Boden toasts global gains after a tough time at home". The Independent. Retrieved 23 March 2014.
  2. ^ a b "J.P. BODEN (HOLDINGS) LIMITED filing history - Find and update company information - GOV.UK". find-and-update.company-information.service.gov.uk. Retrieved 28 February 2024.
  3. ^ "How Johnnie Boden came to dress the UK's yummy mummies". BBC News. 24 March 2014. Retrieved 17 June 2024.
  4. ^ "Johnnie Boden's fashion brand is the love of his life". The Telegraph. 17 March 2013. Retrieved 17 June 2024.
  5. ^ a b Sarah Butler. "Boden tries foreigners for size as label goes for growth". The Guardian. Retrieved 23 March 2014.
  6. ^ Harriet Lane. "Harriet Lane meets Johnnie Boden, the man behind the mail-order clothing brand". The Guardian. Retrieved 23 March 2014.
  7. ^ "Boden ramps up global operations with Australian site launch".
  8. ^ "The Sunday Times". The Times. Retrieved 23 March 2014.
  9. ^ Judi Bevan (14 June 2006). "The Hooray who became a middle-class style guru". The Spectator. Archived from the original on 21 April 2013. Retrieved 23 March 2014.
  10. ^ "Financial statement of Jp Boden (Holdings) Limited in London". Duedil.com. Retrieved 23 March 2014.
  11. ^ Armstrong, Ashley (30 September 2017). "Boden marks success with £9.3m payout to directors". The Daily Telegraph. Retrieved 10 October 2019.