Strategy (5)
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Retail Navigator Analysis
Boden (Strategy)
Founder and creative director Johnnie Boden has vowed to get the business back on track from late 2023 after admitting to a “catalogue of mistakes”. It is pulling out of menswear, refocusing its women’s offer around its core customer base, and ramping up catalogue distribution again.
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Retail Navigator Analysis
Ecommerce at Boden
Having been founded as a mail order business, the journey into online retailing was a natural one for Boden.
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Retail Navigator Analysis
Technology strategy at Boden
Boden had been investing in enhanced digital capabilities and improving its core IT infrastructure through the implementation of a new ERP system from Microsoft Dynamics 365. Yet as profits came under pressure in FY2022, the retailer paused the implementation of its new ERP systems, writing off the cost of the project at £5.4m.
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Retail Navigator Analysis
Supply chain at Boden
Boden increased its closer to home sourcing in 2019, enabling it to react more quickly to customer trends, and also launched a number of improvements to the sustainability of the supply chain.
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Retail Navigator Analysis
Customer and marketing at Boden
An aspirational lifestyle brand, Boden has become synonymous with middle-class England. The product offer and marketing activities make a huge play of the company’s nostalgic Britishness and this has been a big factor in the success of the brand overseas – particularly in the US.