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Boden to target cult teenwear market

Multichannel retailer Boden is to tap into the resilient teenage market with a new range called Johnnie B, due to launch next year.

The range will sit between its kidswear line Mini Boden and its adult offers and will make its debut in February. It is named after the business’s founder Johnnie Boden, who launched the company in 1991.

Boden director Victoria Andreae said the main difference between Johnnie B and Boden’s other ranges was that it would be “more subtle” and would not have “such obvious, big, bright prints”. 

The debut collection will comprise 65 pieces, from swimwear to outerwear.

T-shirts will start at £14, which will make Johnnie B considerably cheaper that rival cult teen fashion brands such as Jack Wills and Abercrombie & Fitch, where T-shirts are about £29.99.

“The range will be quite sophisticated and pretty,” she said.

Boden will photograph the range using the children of staff members and friend as models in a bid to give the collection a family feel.

Trousers will be available in two lengths. “This will help smaller teenagers who do not want to wear our kids’ range,” said Andreae.

The Johnnie B collection will be sold mainly online and via the Boden catalogue. A separate website will be set up for the brand, although sales will be linked back to Boden’s main site.

Edward Whitefield, chairman of retail consultancy Management Horizons, said Boden was a well-established brand and so was in a good position for a brand extension. “It is a very sensible and pragmatic leveraging of the brand,” he said.

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