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Johnnie Boden

Founder, Boden

Johnnie Boden, who launched the brand from his west London flat in 1991, has had a busy year of online growth, collaborations and focusing on workplace culture.

In September, Boden played up to its British and youthful spirit by launching an 81-piece Harry Potter childrenswear collection for autumn 19, which received huge publicity and raised the brand’s social media profile. The launch included wand-making workshops and readings from Harry Potter and the Philosopher’s Stone at the King’s Road store in London.

In March, Boden hired a chief technology officer, Shaun Perkinson, and a new web platform is being rolled out to all markets.

A refurbishment of head office Boden House in north Acton, west London, aimed to provide a better environment for staff, and an atmosphere of agile working and collaboration. These steps are all clearly bearing fruit for the brand, as group sales were up 4% in the first half of 2019.

Boden’s leadership will be pivotal when CEO Jill Easterbook steps down at the end of this year.


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