Boden Update: Strong in US, Growing in Germany

The US now accounts for 31 per cent of apparel cataloguer Boden’s
total sales, or roughly $84 million (£47.8 million) for the
year ended December 31, 2007. That’s an increase of 35 per cent
from 2006. Total sales for the London-based marketer rose 19.5
per cent, to approximately $269 million (£153.6 million). The
company expects its US sales to exceed $100 million (£57
million) this year, although overall, the company’s sales growth
slowed to 9 per cent for the first half of the year.

Nonetheless, Boden has continued to expand its Germany business,
which it launched in August 2007. In an interview with
Catalogue/e-business just prior to the launch, founder
Johnnie Boden said that the principal change the company had to
make for the German market had nothing to do with toning down the
vivid colourways or bold patterns of its products; instead it was
accepting open-order payments. Instead of paying via credit or
debit cards, most Germans pay after being invoiced upon receiving
their order, which can cause temporary cash-flow shortages to a
business unaccustomed to this practice.

The company reports that it is pleased with its foray into
Germany “and see a material business developing there over
the next few years,” according to a trading statement.
“We see other European markets as a strong growth
opportunity for Boden.”


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