It’s been a big year for Boden, as the ecommerce and catalogue brand has ramped up its expansion plans, revitalising its focus on bricks and mortar and rapidly expanding overseas. In February, Jill Easterbrook joined the business as CEO from Tesco where she had spent the previous 15 years, most recently as group business transformation director. Johnnie Boden stepped aside into the role of creative director.
In the year since Easterbrook joined, she and Boden have implemented a new strategy for the brand.
In November, the brand launched its flagship store on London’s King’s Road. This followed the October launch of five Boden concessions in John Lewis stores, and the brand’s debut with Next Label, Zalando, La Redoute, and US department store Nordstrom.
These moves form part of a major investment programme, which began in 2016 and will continue through 2018. Under the programme it has created a new Warehouse, call centre and headquarters in north London. In September, the business revealed that pre-tax profits grew by 9.6% to £26.2m in the year to 31 December 2016, while group sales rose 8.9% year on year to £308.3m.