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Drapers Top 100 2016 – 82. Johnnie Boden, founder, Boden

Johnnie boden for web

Johnnie boden for web

Ex-banker Johnnie Boden founded Boden as a catalogue clothing company in 1991, and it has been a steady ship since then. However, he slips a couple of places in this year’s Top 100 after Boden suffered some setbacks, including a 25% tumble in profits to £23.9m.

Sales stagnated in the face of increasing competition, but Boden is determined to drive the business forward. His strategy includes the opening of two new UK stores in 2017, as well as a recent expansion into China via Alibaba’s Tmall platform.

The company has also achieved considerable success in the US, particularly its Mini Boden Roald Dahl-inspired collection, produced to mark the brand’s 25th anniversary.



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