Boden’s second U.S. store opened in July in Nashville, with a third slated for the fall.
Boden
Boden is turning its decades-old bet on American consumers into a much more ambitious growth strategy, with the British fashion brand accelerating its move from online and department-store distribution into physical retail.
Boden reported group revenue of approximately $522.6 million for the year to Dec. 27 2025, up 7% from roughly $489.8 million a year earlier. Pre-tax profit increased to about $50.2 million, from $46.7 million. The most significant number, however, was the contribution from the U.S.
America was Boden’s fastest-growing market in 2025 and accounted for almost half of group revenue, putting U.S. sales at roughly $260 million. The company opened its first full-price U.S. store in Atlanta in late 2025, its second in Nashville in July this year and is preparing a third for Birmingham, Alabama, this fall.
“It’s been another good year for Boden as we deliver our growth plan and increase our presence in a number of important markets,” Boden CEO Ben Dreyer said. “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.”
Boden In U.S. Since 2002
Boden launched online in the U.S. in 2002, giving the company more than two decades to build customer awareness before committing to stores. The company says more than 600,000 new customers purchased during 2025, the largest number it has acquired in a single year. Globally, active customers increased 9% to 1.95 million.
“The response to our Atlanta store exceeded our expectations and reinforced our belief in the power of physical retail,” Boden Chief Commercial Officer Katherine Danneberg said when announcing the Nashville expansion. “We’re excited to bring Boden to Hill Center Green Hills and continue building meaningful connections with our U.S. customers.”
Indeed, Nashville was a significant choice. The 1,700-sq.-ft. store at Hill Center Green Hills is positioned alongside premium and lifestyle brands, with Boden using the location to showcase its colorful, distinctly British identity.
The store includes bespoke chandeliers from London designer Richard Taylor, vintage British furniture and artwork by British illustrator Charlotte Farmer. Fitting rooms use custom wallpaper incorporating archive Boden catalog imagery.
The choice of locations also suggests that Boden is taking a relatively cautious approach, identifying markets where it already has customer demand, establishing a physical presence and using the stores to reinforce the digital relationship.
Boden’s autumn/winter collection will coincide with a third store opening in the U.S.
Boden
Boden plans to open a 2,000-sq.-ft. store at The Summit, Birmingham, Alabama in the fall, alongside brands including Tory Burch, Boss and Madewell. The company says the location was selected partly because of existing customer demand in the region and feedback from U.S. customer focus groups.
The U.S. opportunity is also increasingly concentrated around womenswear. Boden says womenswear was a standout performer in 2025, with dresses particularly strong, and that momentum has continued into 2026, when U.S. womenswear growth has been led by dresses, swimwear and outerwear.
The brand’s social reach is growing too. Its womenswear Instagram following reached one million during the first half of 2026, doubling over two years.
Boden Needs Stores To Create Growth
The challenge is making sure stores add incremental customers and sales rather than simply shifting existing online spending into physical locations. On top of that, the tariff issue remains unresolved. Following the U.S. Supreme Court ruling on tariffs, Boden has submitted a claim for a duty refund that remains under review.
The broader tariff-refund process is proving complicated for importers, with U.S. authorities working through billions of dollars in claims following the court ruling.
The company has already demonstrated that American consumers will buy Boden online. Nordstrom provides an established third-party presence, while the Atlanta, Nashville and planned Birmingham stores are allowing the company to control how the brand is presented.
Meantime, British brand Victoria Beckham has also announced strong profits and an impending New York store, as U.K. brands continue to target the U.S.
And Johnnie Boden, the company’s founder and creative director, says the latest results demonstrate that the strategy is gaining momentum.
“I’m thrilled we’ve achieved another great set of results,” he said. “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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