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Image © Boden

The newly published RetailX UK Top500 looks at how Boden uses imagery throughout its website to inspire shoppers, both through its own photographs and those of its customers. The emphasis is on quality and on sustainability. 

Boden was launched as a menswear brand by Johnnie Boden in 1991, before expanding into womenswear and children’s clothing. In its latest financial results, for the 2022 full year, it reported a £3.1mn loss before tax and exceptional costs – down from a profit of £14.9mn a year earlier – on turnover of £220.3mn (£225.7mn 2021).

It said in its full-year statement that sales were weaker in the second half on “deteriorating economic conditions”, while profit margins also declined. Its strategy is now to pause IT investment while closing its Kings Road shop. The brand is ranked Top50 in the RetailX UK Top500 2024.

Boden has high quality inspirational images on its home page, where it features curated edits of its collection. It draws on Instagram for a gallery of customer and model images, while it has 763k followers on Facebook for images and videos showcasing its clothing. Its website also links to X (Twitter), Instagram and Pinterest. 

Its product pages use images to inform shoppers about each item of clothing. These sit alongside descriptions of how things fit, recommendations for how shoppers can “make an outfit of it”, reviews and star ratings. 

The fashion brand offers standard delivery – in up to three working days – for £3.95, or for free when shoppers spend at least £50. There’s a premium next working day option, while click and collect costs £3.50 for a next working day service. Returns are free, with customers creating their own label online. They have up to 90 days to return an item if they have changed their mind, or 365 days to return anything that doesn’t meet quality standards. 

An emphasis on quality underpins Boden’s sustainability promises, listed under the tag line “buy better, buy less, wear more”. The brand, which says in financial results is now carbon neutral on its scope 1 and 2 emissions, sets out online its promises on quality, reducing its footprint and its sustainability mission. It has a scheme where customers can earn shopping credit by returning worn clothing for donation or resale.

Last year Boden’s strategy, sustainability and operations director, Ben Dreyer, told DeliveryX how the British clothing retailer is putting its sustainability achievements “front and centre”.

Boden’s company spotlight is one of eight retailer case studies in the newly published RetailX UK Top500. Download the full report for a look at Amazon, Ikea, Next, Asda, Dunelm, Richer Sounds & Very. The research measures performance according to how retailers, brands and marketplaces add value to their businesses through the Customer, Product, Operations and Capital Value Chains.

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