IndustryClothing industry
FounderJohnnie Boden
Area served
Great Britain; Germany; Australia; United States
ProductsHomeware and clothing

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] The company sells in several countries, with websites for the United Kingdom, the United States, Germany, and Australia.[2] The value of Boden has been estimated at £300 million. In 2015, Boden (which at the time had one outlet store in Park Royal, London) announced plans to open a number of physical stores.[3]


Boden's offices, Acton, London
Boden's offices, Acton, London

The company was founded in 1991 by Johnnie Boden, 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 a website which now accounts for one third of total sales, which in 2012 were $150m.[2] 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.[4] In 2014 the company launched an Australian website.[5]


The company designs bright, patterned clothes as well as casual basics.[6][7] Its collections are made up of the Boden range for men and women, Johnnie B for older children and teenagers 9 – 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

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 were a turnover of £245 million, up 6% on the previous year.[8] The company planned in 2007 to expand to Australia.[2] Based in West London, the firm employed over 800 staff in 2007.[9]

Sales for 2016 were £308 million, with profits at £26.2m.[10]

See also


  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 c Sarah Butler. "Boden tries foreigners for size as label goes for growth | The Observer". The Guardian. Retrieved 23 March 2014.
  3. ^ Hellier, David. "Boden to expand number of stores in key markets". The Guardian. Retrieved 19 October 2015.
  4. ^ Harriet Lane. "Harriet Lane meets Johnnie Boden, the man behind the mail-order clothing brand | The Observer". The Guardian. Retrieved 23 March 2014.
  5. ^ "Boden ramps up global operations with Australian site launch".
  6. ^ "The Sunday Times". The Times. Retrieved 23 March 2014.
  7. ^ 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.
  8. ^ "Financial statement of Jp Boden (Holdings) Limited in London". Retrieved 23 March 2014.
  9. ^ Jordan Jay Victor Harrison
  10. ^ Armstrong, Ashley (30 September 2017). "Boden marks success with £9.3m payout to directors". The Telegraph. Retrieved 10 October 2019.