US market drives nearly half of Boden's total group revenue in 2025

UK-based fashion retailer JP Boden (Holdings) Limited Group, trading as Boden, has reported sales growth and increased profitability for the financial year ending December 27, 2025.

Group turnover grew 7 percent to 387.1 million pounds (523.8 million dollars), up from 362.8 million pounds in 2024. Profit before tax reached 37.2 million pounds, compared to 34.6 million pounds the previous year. Net profit after tax rose to 27.7 million pounds from 26.1 million pounds, while cash reserves increased by 1.4 million pounds to end the period at 71.3 million pounds.

Boden founder and creative director Johnnie Boden said: “I’m thrilled we’ve achieved another great set of results. As ever, I’m so grateful to our talented team for all their hard work. There are always fresh challenges to face and conquer in retail, but we’re continuing to grow.”

US drives growth

The group highlighted strong international performance, with the US remaining its fastest growing market and representing nearly half of total group revenue.

Revenue growth was also driven by home trading in the UK and wholesale operations via third-party partners such as Nordstrom. Active customers rose 9 percent to 1.95 million, supported by a record acquisition of more than 600,000 new customers during the 12-month period.

Category performance was led by womenswear, particularly in dresses. Childrenswear delivered modest growth in what the company described as a highly competitive market environment.

Operational milestones and ongoing US growth

During 2025, Boden launched a new website platform aimed at improving operational efficiency and providing scalable infrastructure for enhanced digital functionality. The brand also expanded its brick and mortar presence by opening its first US standalone retail store at the Avalon shopping centre in Atlanta, Georgia. Additional US import duties were incurred during the year, though the business noted it mitigated a significant portion through cost controls.

For the first half of 2026 (H1 2026), Boden achieved a 2 percent increase in sales despite subdued consumer confidence in the UK. North American growth remained strong, with US sales up 9 percent alongside a 45 percent increase in smaller expansion territories such as Canada. H1 growth was again led by womenswear across dresses, swimwear, and outerwear.

Chief executive officer Ben Dreyer added: “It’s been another good year for Boden as we deliver our growth plan and increase our presence in a number of important markets. 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 to open third store in the US

The company expanded its US physical foot-print further in July 2026 by opening a second store in Nashville, Tennessee, and announced plans to open a third standalone location in Birmingham, Alabama, during autumn/winter 2026 (AW26).

Boden confirmed it remains well positioned to maintain US growth throughout 2026 through customer acquisition strategies, while acknowledging that the broader macroeconomic environment and geopolitical developments maintain an element of uncertainty for future outlook.