Strategy (1)

  • Boden-Like-A-Brit-Campaign-Prospects_Profile

    Retail Navigator Analysis

    Boden (Strategy)

    Founder and creative director Johnnie Boden has vowed to get the business back on track from late 2023 after admitting to a “catalogue of mistakes”. After swinging into the red in the year to December 2022 (FY2022), Boden has ditched its menswear offer, where it had been struggling to stand out in an increasingly competitive market. Boden said it needs a “new model” for menswear, and that it will “eventually restart it again, but not quite yet”.