Boden eyes retail expansion

Upmarket online and mail order clothing firm Boden is set to expand its retail footprint with the opening of more physical stores, according to founder Johnnie Boden.

boden

“We’ve always wanted to do it but have never had the time, the resources or the right people,” he tells Marketing Week.

“We’ve now hired a firm of consultants and we’re actually looking very seriously at some sort of retail test in the UK and the US.”

Boden admits the business has probably left it too late to open any stores next year so the expansion will likely kick off in 2016.

The British brand, which counts Samantha Cameron and first lady Michelle Obama among its customers, currently has just one physical store on London’s Hanger Lane, which opened in 2004.

The entrepreneur told audiences at The Marketing Society’s annual conference this morning (26 November) that 98% of orders currently happen online.

The privately-owned company reported a 5% rise in full-year sales in 2013 after strengthening its presence in the US and Germany but pre-tax profits remained fairly static at £24.4m compared to £24.3m in 2012.

Boden was voted 11th favourite brand in Mumsnet’s first ever ranking of the most popular brands. John Lewis, M&S and Next – which all have a huge high street presence – came ahead of the predominantly online business.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here