Boden delivers sales and profit growth as US expansion gathers pace

Boden has reported a 7% increase in group turnover to £387.1 million for the year to 27 December 2025, as continued growth in the US helped drive an increase in profitability.

Profit before tax rose to £37.2 million, up from £34.6 million in 2024, while profit after tax increased from £26.1 million to £27.7 million.

The US was Boden’s fastest-growing market during the year, accounting for almost half of group revenue. The business also recorded growth in the UK and through third-party partners including Nordstrom.

Womenswear was a particular area of strength, with dresses performing well, while childrenswear delivered more modest growth in a highly competitive market.

The retailer’s active customer base increased 9% to 1.95 million, with more than 600,000 new customers purchasing during the year, the highest number acquired in a single year.

The results come as Boden continues to expand its physical presence in the US. The brand opened its first US store in Atlanta, Georgia, in November 2025, followed by a second location in Nashville, Tennessee, in July 2026. As reported by TheIndustry.fashion in August, Boden is also set to open a third US store in Birmingham, Alabama, this autumn.

The company said its new website platform had also improved performance and operational efficiency, while providing a more scalable foundation for future growth.

Boden incurred additional US tariff costs during the year but said it mitigated a significant proportion through cost control.

Trading has continued to grow in the first half of 2026, with sales up 2%. US sales increased 9%, while sales in smaller territories such as Canada grew 45%.

Womenswear continued to lead growth in H1, particularly in the US, with dresses, swimwear and outerwear performing strongly. The brand’s womenswear Instagram following also reached one million, doubling over the past two years.

Boden said it remains focused on growing its US presence and acquiring new customers, although it acknowledged that the wider economic and geopolitical environment remains uncertain.

Johnnie Boden, founder and Creative Director, said: “As ever, I’m so grateful to our talented team for all their hard work. There are always fresh challenges to face and conquer in retail, but we’re continuing to grow. I’m so excited to continue to build on this momentum.”

Ben Dreyer, CEO, added: “It’s been another good year for Boden as we deliver our growth plan and increase our presence in a number of important markets. Our performance in North America has been particularly encouraging and we’re delighted to have acquired a record number of new customers for a single year.”