Feb 17, 2017 | By WGSN Insider
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Big, big changes coming at Boden. The UK-based online and catalogue retailer is going omni-channel with plans to open brick & mortar stores across the UK and abroad, with the US a specific target.
The retailer confirmed plans are in place to open a number of retail stores “in the next few years in key markets”.
A spokesman said locations for the stores will be determined “on a case-by-case basis”, with one additional location in or near London adding to its current pilot store in west London.
At the same time, the retailer has also revamped its offer, launching a limited edition collection Icon to attract more style-conscious customers.
The overhaul comes as the retailer, which claims 23m visitors to its core website and distributes some 50m catalogues a year, announced pre-tax profit up 31% last year to £32m on sales of £280.7m.
However, Boden admitted trading this year had been “tough with margins coming under pressure in all markets, although continued sales growth is expected”.
But deputy chairman Julian Granville told the Daily Mail “We have been dialling up the stylish elements of our range, and we have had some very good success from that.”
Boden currently sells in 60 countries and more than half of its revenues come from overseas, with French sales leaping by more than 30% last year and US business online rising by 13% in H1.
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