You've Got Mail ; As Boden Announces Record Profits, Our Style Sleuth Road-Tests Five of the Biggest Mail Order Companies ;Fashion Addict
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Summary
DESPITE a wet, cold, windy, dreary summer in which most of the High Street stores have reported dismal sales, there is one brand that has just kept on selling: Boden.
The mail order label, started in 1991 by Johnnie Boden an Old Etonian, Oxford graduate and ex-City banker who answers to the name of Bodger (could you like him less?) quickly became known for dressing 'yummy mummies' and their frightful broods.See the full content of this document
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You've Got Mail ; As Boden Announces Record Profits, Our Style Sleuth Road-Tests Five of the Biggest Mail Order Companies ;Fashion Addict
Last week, Boden announced a 60 per cent rise in profits (22.75 million, to be precise) in just one year; the ambitious target is to increase customers from one million to four million next year.
It is a remarkable success story for a brand that doesn't employ high-end designers or supermodels to come up with their own ranges, doesn't put its clothes on 6ft stick insects and doesn't ...See the full content of this document
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