The fashion brand Boden may not be at the top of the list for UK millennials when it comes to revamping their wardrobe.
But after the company posted record sales in the US, it looks like the quintessentially British brand has found its target market on the other side of the pond – and the Princess of Wales may well have something to do with it.
The brand, which Kate Middleton has worn to public gatherings on several occasions, is known for its bold patterns and cute designs – and the US fondness for the British royal family is believed to have boosted sales of the brand across America. with some hailing the Princess of Wales as the ‘antidote’ to celebrities like the Kardashians.
Actress Sienna Miller was spotted walking around New York City last week in a Boden paper bag jeans, which originally cost £80.
The Telegraph reports that last year, the brand founded by Johnnie Boden in 1991 saw a massive increase in sales over the previous year – from £111 million to £134 million. In the rest of the world, yields were significantly less impressive.
It’s thought that young people in the UK tend to shun the brand for its ‘mumsy’ style – which may not be helped by the old-fashioned catalog model.
Many British millennials, in particular, remember their own mothers ordering from the catalog in the 1990s, which has put them off. In contrast, people of the same age in the US don’t have the same associations with Boden, as it later branches out across the pond.
