British fashion brand Boden has posted a 7 per cent rise in group turnover to £387.1m, for the year to 27 December 2025, supported by strong growth in the US and an uplift in profitability.
Profit before tax increased to £37.2m, up from £34.6m the previous year, while profit after tax rose from £26.1m to £27.7m.
The US was the retailer’s fastest-growing market during the year and now represents nearly half of group revenue. Boden also recorded growth in the UK and through third-party partners including Nordstrom.
Womenswear proved a standout category, with dresses performing strongly, while childrenswear delivered more modest growth in what Boden described as a highly competitive market.
The retailer’s active customer base grew 9 per cent to 1.95m, including more than 600,000 new customers — the highest number it has acquired in a single year.
Johnnie Boden, founder and creative director, said: “As ever, I’m so grateful to our talented team for all their hard work. There are always fresh challenges to face and conquer in retail, but we’re continuing to grow. I’m so excited to continue to build on this momentum.”
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The fashion retailer is continuing to invest in the US with the launch of a new store in Nashville, Tennessee, and a third standalone location due to open this autumn in Birmingham, Alabama.
The Nashville store, located at Hill Center Green Hills, spans 1,700 sq ft and marks Boden’s second standalone US shop following its Atlanta opening last year.
Boden said it remains focused on growing its US presence and acquiring new customers, although it acknowledged the wider economic and geopolitical environment remains uncertain.
Boden said it incurred additional US tariff costs during the year, but mitigated a significant proportion through cost controls.
Trading has continued to grow in the first half of 2026, with sales up 2 per cent. US sales rose 9 per cent, while smaller territories such as Canada reported growth of 45 per cent.
Womenswear continued to lead growth in the first half, particularly in the US, with dresses, swimwear and outerwear performing strongly. Boden’s womenswear Instagram following also reached one million, doubling over the past two years.
Ben Dreyer, CEO of Boden, added: “It’s been another good year for Boden as we deliver our growth plan and increase our presence in a number of important markets. Our performance in North America has been particularly encouraging and we’re delighted to have acquired a record number of new customers for a single year.”
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