Catalogue of success for Boden as profits soar


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It was founded by an old Etonian who mapped out a business plan on his kitchen table and counts Angelina Jolie, Michelle Obama and David Cameron among its fans.

Now Boden, the company which made catalogue shopping a new middle-class pursuit, has bucked the recession: last year sales leaped 20.1 per cent to £202 million with profits up 16 per cent to £28.7 million.

Boden swimwear models

The company, which recently expanded into Germany, Austria and the uS now has more than a million customers, declared that its fortunes continue to rise, with sales up 15 per cent for the first half of the year.

Boden was created by Johnnie Boden in west London in 1991 with a hand-drawn catalogue.

He still owns 61 per cent of the company, which has given him an estimated £90 million fortune.

Chief executive Julian Granville said that he was 'very pleased' with the performance, adding: 'Whilst we remain cautious about the current economic and retail environment, the management are confident that Boden is a strong and robust business and brand that will continue to grow.'

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