Boden

Boden is a British clothing brand founded in 1991 by Johnnie Boden as a mail-order business, known for colourful womenswear, menswear and its Mini Boden children's range. It sells to many countries online.

What is Boden?

Boden is a British clothing brand for women, men and children, known for bright prints, relaxed everyday clothing and an online-led business that grew out of a printed catalogue.

History

According to Wikipedia, Johnnie Boden founded the company in 1991 after leaving a career as a stockbroker in London and New York. The first catalogue, in November 1991, offered eight menswear products. Womenswear launched in 1992 and the Mini Boden children's range followed in 1996. Online sales began in the UK in 1999, with further websites in the US in 2002, Germany in 2007, France in 2011 and Australia in 2014. Johnnie Boden received a CBE in 2022 for services to fashion and retail.

Products and positioning

Boden's homepage highlights bright prints, animal appliqués, tweed and outdoor coats, and a story of British heritage and meticulous design. It sits in the mid-market to premium range.

Business model and distribution

Boden started as a direct-to-consumer mail-order company and is now principally online. The sources we checked do not state its current owner, so none is given here. The company files accounts as J.P. Boden (Holdings) Limited.

Why it matters

Boden is one of the best-known examples of a UK direct-selling brand that moved from catalogue to e-commerce early, selling internationally without relying on a large store estate.

Frequently asked questions

Who founded Boden?

Johnnie Boden founded the company in 1991, starting as a mail-order business with a catalogue of eight menswear products.

Is Boden a British brand?

Yes. Boden is a British brand headquartered in London, which began selling online in the UK in 1999 and expanded to the US in 2002.

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