Johnnie Boden launched Boden mail order in 1991 following a career as a stockbroker. The business now has a turnover of £300 million, about a third of which is in the USA. US business has been hit by the recession more than the UK, but as JB commented in a recent Sky News interview, ‘a weak retailer blames the economy or the weather for failure’ – they accept that their US offer isn’t quite right at present. But in the UK, they appear to be managing fine – JB commented that the right range and good service are vital – ’some businesses are just too big to understand what is going on lower down the food chain’
Next is also faring OK, so mail order is the place to be it seems.
Boden history (from their website):
- Boden was founded in 1991 with just 8 menswear products
- In 1994 they launched womenswear, Mini Boden followed in 1996
- UK website launched in April 1999
- USA launch in 2002
- 2003 saw the opening of a new, larger warehouse in Leicester
- First shop opened in Hanger Lane, London in 2004
- Baby Boden launched in 2007
- Employs 600 staff, ship over 3,000 orders every day
Home Life:
Leicester based, married, 3 daughters.