Boden is a British clothing retailer founded by Johnnie Boden in 1991. It started as a mail-order business.[1] In 2024 Boden reported annual sales of £363m, predominantly in the US, the UK and Germany, 1.8m customers and 862 employees.[2] Although Boden sells its clothes online, the printed catalogue that first brought the brand to the attention of British families still plays a part in its marketing. Boden has a large international following. In 2024 the business made 45% of its sales in the US, its largest market.[3]
History
After working as a stockbroker in the City of London and on Wall Street – a job he reportedly spent years "loathing" [4]– Johnnie Boden decided to go out on his own. He identified a gap in the British market for an upmarket mail order clothing catalogue of the kind he'd seen during his time in New York.[5]