Bo­den crowns suc­cess with £9.3m pay­out to di­rec­tors

The Sunday Telegraph - Money & Business - - Front page - By Ash­ley Arm­strong

BO­DEN, the on­line cloth­ing brand loved by Bri­tain’s mid­dle-classes, paid out £9.3m to nine di­rec­tors last year fol­low­ing a suc­cess­ful over­seas push.

The pay­out came af­ter in­ter­na­tional sales helped the chain, pop­u­lar with Sa­man­tha Cameron and Michelle Obama, to off­set the ef­fect of the fall­ing pound on costs. Two-fifths of rev­enues are now gen­er­ated in the US.

Bo­den is now gear­ing up to open its first main­stream store in King’s Road, Chelsea, this month fol­low­ing the suc­cess of five John Lewis con­ces­sions.

The firm was founded by father-ofthree John­nie Bo­den in 1999 and tar­gets mar­ried cou­ples be­tween 25 and 50 at the “premium end of mass mar­ket”.

Af­ter a dif­fi­cult cou­ple of years, prof­its rose nearly 10pc to £26.2m in 2017. Sales hit £308m on the back of a 9pc growth in its wom­enswear divi­sion. The brand has just one store in Han­gar Green, north­west Lon­don, but has been boost­ing its on­line pres­ence by launch­ing on Next, French firm la Red­oute and Euro­pean fash­ion site Za­lando.

Ear­lier this year, for­mer Tesco di­rec­tor Jill Easter­brook joined as chief ex­ec­u­tive af­ter the firm suf­fered a 25pc drop in an­nual prof­its in 2015. Ju­lian Glanville, the for­mer chief ex­ec­u­tive, has taken the po­si­tion of ex­ec­u­tive chair­man, while Mr Bo­den has taken on the role of cre­ative di­rec­tor.

Ms Easter­brook, who joined in Fe­bru­ary, has said that the firm is be­gin­ning a ma­jor in­vest­ment pro­gramme and will open a new ware­house and over­haul its head­quar­ters.

The busi­ness orig­i­nally sold just menswear prod­ucts, be­fore branch­ing out into women’s cloth­ing and chil­drenswear in 1996.

Bo­den, the on­line brand beloved by Sa­man­tha Cameron, saw sales hit £308m on the back of strong growth of 9pc in wom­enswear

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