TG盗号软件免杀破解技术|【唯一TG:@heimifeng8】|飞机盗号软件VIP破解技术✨谷歌搜索留痕排名,史上最强SEO技术,20年谷歌SEO经验大佬✨Boden boss admits mistakes, ditches menswear and youth focus
Nigel TAYLOR Published
August 30, 2025
Public apologies tend to be rare in business. And a fashion company founder heading a £350 million annual turnover brand telling customers he’s been a “nitwit” after admitting a series of operational missteps is even rarer.
Johnnie Boden, founder of Boden, is sending loyal customers a message telling them: “Sorry, I’m a complete nitwit. I effed up,” according to an interview in The Times.
In a bid to right the wrongs and turn around recent losses, the company has, for now, axed its struggling menswear business, revived the catalogue for which it was once famous, returned to a more traditional womenswear offer, and closed its only store, which opened in 2025 on the King’s Road in London. For the latter it cited a rent that was “too expensive” and a space that had failed to improve sales.
The London-based company, which currently sells through its website and third-party retailers, including John Lewis in the UK and Nordstrom in the US (its biggest market), made a £4.4 million loss before tax in the year to the end of December, figures seen by the newspaper showed. Turnover fell 2% to £350 million during the period, while customer numbers dropped by 5% to 1.8 million.
Boden said he’d made a “catalogue of mistakes”, had gone “too young” with its womenswear and “upset a lot of customers” by scaling back catalogue distribution. It also “struggled to stand out” in a tough menswear market.
He said it menswear offer “was too small and it became a self-fulfilling prophecy because of that. We’ve also struggled to compete against the likes of Charles Tyrwhitt, with its promotional deals. We need a new model and we will eventually restart it again, but not quite yet”.
As for womenswear, he admitted that “we forgot who we were. We changed the product too much. We had less colour, we had shorter silhouettes and we had the sorts of products that were on trend, which is not very ‘us’.”
The revival of the catalogue will come despite the original decision to axe it being because the 160-page publication became “very, very expensive to distribute”.
He said that while “we knew we had to cut back distribution because digital was the future, we cut back too much.”
The catalogue's return will coincide with the launch of its autumn/winter collection, designed to showcase the brand’s new direction.