The concept is based on selling an aspirational British middle-class lifestyle. Boden also has three physical standalone stores and numerous concessions in John Lewis department stores. The company was founded in by Johnnie Boden, initially launched with eight menswear products.
Womenswear was introduced in and childrenswear range Mini Boden was introduced in The UK website was launched in April As an etailer whose sales are primarily online, Boden has always had IT at its core and its priorities include speed, agility, the ability to cope with growth and the digitisation of its catalogue.
Boden has further forged its multichannel partnerships with Nordstrom in the US, and sells on Next, Zalando and Tmall. Boden, the fashion retailer for middle class families who like a splash of colour, is planning to open a number of stores, including a new outlet in or around London.
The firm, which has always been a mail order and internet business and counts David and Samantha Cameron among its customers - said it was looking to open stores in both the UK and the US. The privately owned company, which sells mainly to its 1. However, the group warned that current trading has been tough with margins under pressure in all markets, although sales growth was still expected. Mini Boden, the range for children, also increased sales and profitability substantially.
But he has no plans to do so, as he believes it would divert staff's focus from growing overseas sales. The Sunday Times Rich List Image source, Boden. Johnnie Boden had to put his house on the line to keep the business going.
This is not the only contradiction. Image source, Katie Hope. Pushed into action. Boden is known for its bright colours and patterns. One-man band. Boden's dog Sprout comes to the office once a week. Image source, Getty Images. Johnnie Boden, pictured here with his family, is now focusing on overseas sales.
Related Topics. Entrepreneurship Fashion.
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