Fashion favourite Boden sees foreign sales beat UK revenues

Michael Bow
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ENGLAND’S middle-class favourite Boden has boosted sales faster outside the UK for the first time, after an uptick in demand in the US and Germany.

The fashion group, which was founded in 1991 by Johnnie Boden, said sales in America, where it has a distribution warehouse in Pennsylvania and shops across the country, and Germany had helped propel sales.

It means non-UK revenues now comprise the lion’s share of sales, at just over 50 per cent.

It is understood to have had a tougher start to the year than normal, due to the bad weather. However, demand picked up and was stronger in April.

For the year ending December 2011, the group had total sales of £245.9m. This was made up £125.9m from sales in the US and the rest of the world – with the US accounting for £85.7m – compared to UK sales of £125m. Sales in Germany, Austria, France came in at £40.2m. Results for 2012 are expected in the autumn.