Many businesses get affected during the Covid 19 pandemic. One business that was hit hard was Boden. It is a fashion business that experienced a fall in sales last year. But the business is trying to recover and is positive about its growth. Its current trading is stable. On 31 December 2020, the sale of the fashion business was 332.7 million pounds. It saw 14 percent drop in 387.9 million pounds.
But on the bright side, Boden’s pre-tax profit rose to 18.5 million pounds from 15.4 million pounds. The business practiced tight cost control and margin improvements. Here you can find all about Boden News.
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Recovery of Boden is going great
Boden has seen good improvement in the sales of childrenswear which is Mini Boden. There is a balance in international sales so there is a stable revenue. The retailer shared that it has rebalanced its ranges. Now they are offering more casual styles along with loungewear during the pandemic. They have decided to do this because there is less demand for dresses and formalwear.
The business has reaped benefits from a sharp reduction in returns rates. There is more focus in this quarter in 2021. The business also tried to keep its warehouse open at the time of the pandemic.
In the current trading, Boden is experiencing signs of recovery. Its H1 sales have gone 9 percent. So as the US is slowly recovering from the pandemic, the businesses like Boden are also seeing recovery.
One of the business strategies that helped Boden to recover is that it embraced online medium long back. The business does not have a large store estate. It continued to invest more in its website during the pandemic. The website worked both in the US and also abroad. So £256 million was their global turnover and in it, £44 million was from the US.
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The founder and creative director Johnnie Boden have shared that the business is seeing a fine recovery from last year.
Conclusion
The Boden brand can sustain its strength in difficult times. Therefore it is expected to see more success in all aspects of the trade. The business has plans to focus more on its sustainability aims. All of its fabric will become sustainable by 2025.
The Boden brand is looking forward to the future with great confidence. It will continue to grow and offer good clothing to its clients.
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