Boden Continues it’s US expansion

Boden is continuing to scale its US footprint, confirming plans to open a third standalone store in Birmingham, Alabama this autumn. This move follows the strong performance of its first American location in Atlanta, which opened last year, and reflects growing momentum for the brand across key US markets. After more than two decades of operating online in the US, Boden is now investing in physical retail to meet rising customer demand.

Insights from recent US customer focus groups have played a key role in shaping this strategy. Shoppers expressed enthusiasm for experiencing Boden’s optimistic, colour-rich aesthetic in person, reinforcing the value of brick and mortar spaces alongside the brand’s established digital presence. The upcoming Nashville and Birmingham stores mark the next phase of Boden’s plan to blend online strength with carefully chosen physical locations.

The expansion comes during a period of strong financial performance. In its latest results for the year ending 28 December 2024, Boden reported a profit of £26.1m, a significant turnaround from a £9.4m loss the previous year. Group turnover rose 19% to £362.8m, driven by full price sales and record womenswear performance in the US, particularly in dresses and knitwear.
The US continues to be Boden’s fastest growing market, with sales rising to £161.7m in 2024 and maintaining double digit growth in the first half of 2025. Nearly half of the brand’s total sales during that period came from the US, underscoring the importance of the region as Boden accelerates its international retail strategy.

What this means for hiring. Boden's new stores are in the US, so the shop floor jobs they create are there too. The growth still matters here: the US now accounts for nearly half of sales, and a UK brand growing turnover by 19% is the kind of business that keeps head office buying, merchandising and online teams busy.