Boden seeks to conquer Europe
Such a move follows that from a growing number of merchants who are looking to leverage their online infrastructures overseas. The countries being investigated by Boden include France, Switzerland as well as the Benelux and Scandinavian regions.
The ‘Britishness’ of the Boden products is making them particularly attractive abroad, especially with US consumers, and this is regarded as an important positive. The demand from the US market prompted the company to this year open an office in Pennsylvania that is helping to reduce shipping times.
Like other online operators that also operate a catalogue the company has expressed a desire to ultimately jettison its paper-based catalogues due to the high cost of production and distribution but the reality for such retailers is that they are a vital driver of sales.
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