“
our sweet spot is
our ability to merge
fun and style.
”
Johnnie Boden, Founder
meet johnnie
meet boden
our values
our history
meet
johnnie
Johnnie Boden, owner of Sprout the dog, West Londoner and self-proclaimed ‘pernickety customer’, started Boden from his kitchen table in 1991 with an eight-piece menswear collection. Back then, friends were drafted in to model clothes and Johnnie recognised many of his customers’ names as acquaintances giving him “sympathy orders”. That didn’t last long.
Johnnie Boden, Founder
As Boden became more than just a hobby and outgrew the kitchen table, Johnnie found himself cycling out to a new base in West London, where he created clothes for women and children, as well as men. He still cycles – often with Sprout upfront – albeit on a smarter bike (and a bit more slowly) but his aims for the brand remain the same: to add colour and fun to the world and make Boden customers smile.
Hello, We’re Boden
Founded in 1991 in West London, Boden creates clothes that bring colour to your wardrobe and fun to your life. From prints that help you stand out but don’t sacrifice on comfort to outfits ready and waiting for cocktails, our designs produce surprise, delight and plenty of compliments wherever they go. We aren’t po-faced fashionistas but we’re serious about great style. It’s a very simple formula at Boden: we’ll sort the clothes, you bring the smile.
fun
into
style
=
joy
into style = joy
We believe trends are overrated. Clothes to make you smile, however, these will never date.
the best of
british
We embrace the best bits of Britishness – the humour,
the good manners – and bring it to the rest of the world.
Just don’t mention the weather.
charm
comes as standard
We’re also friendly, kind and always ready
with a hefty dollop of wit.
bravely
does it
Irreverence welcome – celebrated, in fact.
‘Play it safe’ is not in our vocabulary.
trust
in us
We started small. That means we value people and relationships, and we know honesty is the best policy. We’ll strive to do the RIGHT thing. Always.
1991
world meet
boden
Johnnie Boden sits down at his kitchen table to design eight pieces of menswear. Boden’s first collection is sold via mail-order catalogue.
Johnnie Boden sits down at his kitchen table to design eight pieces of menswear. Boden’s first collection is sold via mail-order catalogue.
1992
Womenswear is fashionably late
Johnnie launches womenswear with vibrant prints and stylish shapes. Wanted: new home for old LBDs.
Johnnie launches womenswear with vibrant prints and stylish shapes. Wanted: new home for old LBDs.
1996
mini style, maximum
impact
Mini Boden is born. Sorry, these appliqué animals are only suitable for children.
Mini Boden is born. Sorry, these appliqué animals are only suitable for children.
1999
Let’s get
digital
‘It will never take off…’ So said Johnnie of the internet. Boden.com launches.
2002
we pack
our bags
Boden grabs its passport and heads Stateside, before landing in Germany (2007), Austria (2009), France (2011) and Australia (2014).
Boden grabs its passport and heads Stateside, before landing in Germany (2007), Austria (2009), France (2011) and Australia (2014).
2004
step right in
Our first shop opens in ‘glamorous’
Hanger Green, London.
2004
Baby Boden
Is Born
Boden + rompers = broody.
Boden + rompers = broody.
2009
Boden gets a
new top dog
A Jack Russell terrier puppy, Sprout, arrives. Johnnie promptly bursts into tears; Sprout promptly pees everywhere. She later redeems herself by appearing in numerous Mini Boden prints and appliqués.
A Jack Russell terrier puppy, Sprout, arrives. Johnnie promptly bursts into tears; Sprout promptly pees everywhere. She later redeems herself by appearing in numerous Mini Boden prints and appliqués.
2014
flats and
fields
Boden launches its jewelled flats and they fly onto your feet. Johnnie Boden takes his wellies to Glastonbury. He rather enjoys being the least cool person there.
Boden launches its jewelled flats and they fly onto your feet. Johnnie Boden takes his wellies to Glastonbury. He rather enjoys being the least cool person there.
2016
social
climbers
We reach 100,000 followers on Instagram.
We reach 100,000 followers on Instagram.
2017
Two great
British brands
join forces
The best bits of our womenswear collections launch in five John Lewis department stores across the UK.
2017
the ultimate
compliment
Johnnie receives a letter from a customer in America – she has named her child ‘Boden’. That will save a job sewing labels in his clothes then.
2017
step right in
We hit London with a shop on the King’s Road, followed by another in Westfield White City (2018). We make ourselves at home and customers do too.
We hit London with a shop on the King’s Road, followed by another in Westfield White City (2018). We make ourselves at home and customers do too.
2018
Rainbow-haired
unicorns spotted
in Shanghai
We continue to bring joy to customers around the world with Mini Boden coming to China.
We continue to bring joy to customers around the world with Mini Boden coming to China.
The future? A Boden on the moon
(well, anything’s possible)
