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Johnnie Boden

Founder, Boden

A slew of positive publicity went the way of Boden, the Home Counties’ favourite retailer this year, when US first lady Michelle Obama confessed to a love of Boden. Others followed, including Tory party leader David Cameron and his wife Samantha, London mayor Boris Johnson and Hollywood actress Angelina Jolie.

Its appeal to such odd bedfellows is the secret of Boden’s success, and founder Johnnie Boden regularly sports its colourful, preppy designs - the perfect walking advertisement for his business.

In September, Boden reported a 20% sales hike in the first half of 2009.

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