So the article "Boden Hits the Newspapers" (Multichannel Merchant, Sep 12, 07) is about the British mail-order retailer hoping to expand its "well-heeled" customer base by including a 62-page catalog in some Sunday newspaper runs, BUT here is the part I found interesting:
As a further sign of its commitment to the U.S. market, Boden will open a 60,000 sq.-ft. distribution facility/call center in Scranton, PA, in January. While the company outsources a Miami-based contact center, , it has been fulfilling U.S. orders from its Leicester, U.K. distribution center for the past five years. Boden's U.S. direct sales are projected to top $100 million next year.
The company's got a few distinct catalogs for adults and children. The kids' catalog offers funky takes on classic children's clothing, and now includes a baby section. I'm thinking that they're about to go head-to-head with Hanna Andersson in a certain demographic. Now you tell me: who do you think Boden's direct competitors are in the women's and men's markets? And does this skirt kill you with cute, or what?
Argh. Unbearably cute.
I don't know about the catalog-only arena specifically, but the adult clothing strikes me as very J.Crew-- some slightly funky pieces mixed with classic staples-- at roughly the same prices. I also notice that J.Crew has recently added a kids' line. I wouldn't be surprised if they're after the same demographic. Interesting.
Posted by: Emily | 2007.09.13 at 15:55
That skirt is very cute. Do they ship to Canada, I wonder?
Posted by: drunken monkey | 2007.09.14 at 03:24
Oooh, I love Boden! Their stuff is pricey (around £60 for most skirts and £30 for tops) but it's all really good quality and so cute.
I agree that they're quite J.Crew-ish.
Posted by: Alice | 2007.09.14 at 06:11
I think they're a little more fun and Euro-artsy than J. Crew. They remind me a little more of Garnet Hill. I love prints and unusual colors, and the usual American retailer suspects are so dull with all their run-of-the-mill solids.
I've been coveting Boden's clothing for a few years now, but had no idea how they the sizes run, and so never ordered from them. I love on-line shopping but am risk-adverse when it comes to having to pay shipping on returns.
Posted by: Antoinette | 2007.09.14 at 06:43
Antoinette, I've bought from them, but only skirts. There, the sizing runs around the same scale as J. Crew, so if you know what size you take in a J. Crew skirt, you're probably good to go in Boden.
HOWEVER, they do try to keep to the UK sizing, so if you're, say, a US size 8, you'll take a 12 at Boden.
According to the Boden site, it's a flat $10 ship charge to get the items, which is not that bad if you're buying lots of stuff. I do know they occasionally run free-return promos. I feel you on the returns thing! Every time I have to return anything anywhere, I'm like, "This is what I get for not sucking it up and just going to the store!"
(P.S. Also, I dig Garnet Hill. The corduroy kilt they're offering right now? Love.)
Posted by: Lisa S. | 2007.09.14 at 10:13
I think I would look frightening in that skirt.
Posted by: Jane | 2007.09.14 at 17:28
I think the clothes at Boden are cuter and more interesting than those at American retailers like the Gap and J. Crew (all of which have bored me a lot, lately). I actually ordered the skirt pictured above a few weeks ago (although I haven't received it, being backordered and all). They have better colors, unusual prints, and plenty of dresses and skirts.
One thing that I love about Boden is that they provide the exact measurements for each single garment, in all of their sizes: hip, waist, length, etc. I've found that I am between sizes in their clothes, due to these measurements, but everything I've ordered has fit well, if I go by the measurements and not the size I think I am. If other retailers did the same thing, I would probably order a lot more clothes out of catalogs or over the internet.
Posted by: H. Wren | 2007.09.14 at 20:21
Oh god, Boden. I tithe to thee. I know a loooooot of women in my age bracket (though not necessarily my locale) and of similar lifestyle who worship them: the kid's clothes have a wit and verve most quality kids lines in the US lack, and the women's clothing has a panache and style that's not nearly as cookie cutter bland as most US labels. Their quality is top notch, the durability's incredible, and their product info is OCDish.
Lerv them.
Posted by: chicagowench | 2007.09.14 at 21:18
What wench said. Plus, the quality, oh the quality. I'm a bit crazed for good quality clothing and I'll happily pay for it. J Crew and Gap have been slipping on quality for decades now and Boden is charming, witty and unique in a way that neither is and their quality is just awesome.
Posted by: Michelle | 2007.09.18 at 11:29
I have to say, y'all have tempted me to try Boden. But seriously, 13 WEEKS WAIT? So that I'll have a woolen sweater in time for the March thaw? WTF? Is it usually that long?
Posted by: Shotrock | 2007.09.18 at 13:01
No -- if you buy as soon as the catalog comes out, you'll get a jiffy delivery.
It's even sadder when you get the little "X" that indicates they're permanently sold out of an item.
Posted by: Lisa S. | 2007.09.18 at 16:46