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Sales and profits up at Boden

Lifestyle retailer Boden has reported a 9% increase in sales to £308.3m, following strong growth internationally and in womenswear sales.

Profits for the year to 31 December rose by 10% year on year to £26.2m.

The business said international sales remained “strong” with “solid performances” across all markets.

The brand has one store in Hangar Green, north-west London, and is preparing to open its first flagship in King’s Road in Chelsea.

It also has five concessions in John Lewis and is stocked on Next Label, La Redoute and Zalando.

There was a 10% increase in new customers in 2016 and the firm finished the period with 1.7 million customers.

Boden said continued sourcing initiatives delivered further improvements to buying margins and there was improved efficiencies in the product teams with the implementation of new product lifecycle management system.

In 2016 Boden launched an investment programme which included a new warehouse and call centre in Leicester, the redevelopment of its head office and further investment in IT, people and marketing.

The business said the 2017 financial year was off to a strong start with first half sales up 8% on 2016.

Jill Easterbrook, chief executive, said: “The investment in the business and brand is delivering results and we were very pleased with our performance in 2016. The first half of this year has started well and has seen continued growth. Our significant investment programme, which will have an impact on future profits, is on track.

“Boden appeals to a loyal customer with strong product, excellent customer experience and a powerful global brand. We are building on this with further investment. There is significant opportunity as we focus on new customers, new distribution channels and new markets.

“We have ambitious plans based on solid foundations as we continue to develop Boden as an international multichannel brand.”


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