Boden makes major play for US womenswear growth with Nordstrom
UK family favourite fashion and lifestyle retailer Boden is continuing its move into the US with its womenswear collection having just debuted in 20 select Nordstrom doors and on the retail giant’s website.
It makes Nordstrom the first US retail partner for the brand, which was previously available in the US only through its catalogue and its own website, bodenusa.com. Nordstrom is, for now, its exclusive US retail partner with Boden’s CEO Jill Easterbrook saying that the US firm has “a great retail presence across America and a customer base that really aligns with our brand.” She added “their customers have been shopping our children's range, Mini Boden, at Nordstrom for years. We are happy to extend the offering to our women's collection as well, offering new ways for the customer to shop Boden.” Boden is one of a number of brands that trades heavily on its British heritage as well as the patronage it enjoys from style influencers such as the Duchess of Cambridge. This is all hugely appealing in the US market and it’s interesting that the debut comes at exactly the same time as Target launches a collaboration with another UK heritage label, Hunter. Boden said its new SS18 collection “revels in British romanticism [and] celebrates the brand's creative heritage.” The brand was launched in 1991 by Johnnie Boden with only eight menswear products but now has over 1.5 million customers globally with its kids clothing and womenswear also hugely popular among middle class customers.
Available only via its catalogue and online in many of its global markets, in the UK, it has been rolling out its own physical stores and expanding via a concessions deal with John Lewis.