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Johnnie Boden, Founder, Boden

Nobody can deny the founder of Boden is as charming and colourful as his brand.

Lending his name and signature to the mail shots and letters sent out to Boden customers, the Johnny Boden sign-off makes shoppers feel valued. It’s all part of the marketing strategy that has helped Boden to global sales of almost £48 million.

The company’s colourful knits, cords and jerseys for women, men and kids peddle the dream of a carefree, whimsical lifestyle full
of windswept beach walks, roaring Sunday afternoon fires and meandering riverside cycling trips.

With plans to double international sales to £100m over three years, Boden is exploring the potential of international markets with forays into the US and Germany. The brand has two UK standalone stores and is scouting a location for a third.

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