Boden hit the headlines earlier this year when fashion-conscious Michelle Obama, America’s First Lady, ordered one of the clothing company’s catalogues. Founded by Johnnie Boden in 1991 selling just eight menswear items, today it is the women’s range that generates the majority of sales. The company claims to ship more than 14,000 orders daily to its customer base of more than 1m households. It also sells childrenswear, accessories, bags and coats, mainly through its website. Expanding to America, and more recently Germany, has helped boost sales to £168.1m in 2008.
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