Boden back in profit after 'a tricky few years'

Boden is back in profit after what founder Johnnie Boden described as a "tricky few years" for the quintessentially British lifestyle brand.

In the year to 28 December 2024, the business achieved turnover up 19% at £362.8 million and converted a prior year's pre-tax loss of £12.3 million into a pre-tax profit of £34.6 million.

The US proved a strong growth market, particularly for womenswear, with sales up to £161.7 million (2023: £133.2 million). UK and rest of world sales up to £201.1 million (2023: £171.3 million). To back up the US growth the business plans to open its first US store, a 2,000 sq ft space at the Avalon Centre in Alpharetta, Atlanta, described as a "major milestone".

Boden said childrenswear had been a strong category across the board and the business also benefited from the re-introduction of babywear. Growth was also attributed to the expansion of third-party partners, including Nordstrom in the US and NEXT in the UK.

Meanwhile higher order values and reduced discounting contributed to improved margins and active customers were up 10% at 1.8 million.

To build on the momentum achieved in 2024, the company has invested in a new website platform and customer service systems, which went live in January 2025 to improve efficiency, service and delivery of new functionality. It also promoted Ben Dreyer (former COO) to the role of CEO in January to support the strategy. Suzanne Foley, also integral to delivery of the strategy, continues as CFO.

In the first half of 2025 sales were up 9% and double-digit growth has been achieved in the US. The company, which has been working the fashionability of its collections, said it had just had it best-ever season for womenswear, while investment in customer recruitment delivered 300,000 more customers in the first half of the year.

Johnnie Boden, Founder and Creative Director, said: “After a tricky few years, I’m so proud that the team has delivered a fantastic turnaround, returning Boden to growth and profitability. We’ve had a resoundingly positive response to our refreshed product ranges, especially in Womenswear. We have also acquired a lot of new customers, both in the UK and overseas. The business is in great shape to build on this momentum; the opening of our first US store in November will help us strengthen our presence in our fastest-growing market. As ever, I am so grateful to our brilliant Boden team for all their efforts, to my family for their support and to our loyal customers for holding tight while we turned around our vibrant supertanker. I am quietly confident that we will continue to excite them over the next few years.”