Johnnie Boden set up Boden clothing in 1991, after an ill advised spell as a terrible stock broker, and an inspiring encounter with the excellent US mail order industry. Initially launched as a Menswear only line, with some obliging friends modeling a handful of products, the company has grown to become a flourishing, 125m retail empire with a full range of colorful, quality apparel for men, women, children and babies. In 1994, Womenswear was introduced, and quickly overtook the menswear lines in popularity and sales. It was closely followed by the Mini line in 1996, and by popular demand a babywear range in 2007.

Markets have expanded to the US, where the company has flourished, and Germany, with plans for expansion imminent. From humble beginnings with just 3 members of staff and a company dog, the company now employs over 500 hardworking staff, and dispatches well over 3000 orders every day. 17 years on, Johnnie still remains as hands on as ever, with a finger in every part of the process that takes Boden garments from the drawing board to the wardrobe- whether that involves red-faced gesticulating in the design room, shopping for inspiration across the world, or overseeing the genesis of the highly regarded Boden catalogue and website.