Eton and Oxford-educated Johnnie Boden founded his mail-order clothing firm in 1991, when he gave up investment banking. The business is now a household name among the British middle classes, with a third of sales now generated online. Last year, the company opened its first stand-alone shop on the A40 near London, and this year it plans to expand the business in America. Profits have grown 113% a year from £835,000 in 2000 to £8.1m in 2003.