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Boden sizing up UK and US for expansion

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Boden, which currently trades from just one physical store alongside its website, is looking to open more outlets in the UK as well as one in the US.

The plans follow the 31% boost in the fashion retailer’s profits in the year to December 31st 2014, which is understood to be attributed to “yummy mummies”.

The lifestyle brand’s current store is in Hanger Green, a zone 3 area of West London, but Deputy Chairman Julian Granville told the Financial Times that Boden is seeking opportunities for a number of retail outlets in key markets over the next couple of years.

Granville said that Boden hopes to open a store in a retail centre or somewhere close to London, so as “to give customers an option to come to our brand, and for the customers who buy only limited parts of the range, the opportunity to buy more of it”.

“We have been dialling up the stylish elements of our range, and we have had some very good success from that,” added Granville.

The privately owned company generates over 50% of its sales from outside of its home market; last year French sales rose 34% year on year.

Speaking to the FT, Boden said trading in the current financial year had been “tough with margins coming under pressure in all markets, although continued sales growth is expected”.

Conditions in the UK and continental European were difficult, continued Granville, but US trade has been “encouraging”.

The move to expand suggests the need for online pureplays to consider their physical presence. As the lines between online and offline shopping blur, consumers are demanding the convenience of collecting orders, trying on products and bypassing lengthy delivery processes.  

Published on Monday 14 September by Veebs Sabharwal

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