J.P. Boden & Co. Limited

J.P. Boden & Co. (better known simply as Boden) is a UK direct retailer of premium casual apparel. The company sells womenswear and menswear under the Boden name, teen apparel under the Johnnie B label, and children's clothing under the Mini Boden brand. It markets the collections through its catalogs and Web site. J.P. Boden also operates two retail stores in the UK. The company got its start in 1991 when chairman Johnnie Boden quit his job as a stockbroker in London to open up his own clothing business. Designing its catalogs to resemble those of J. Crew, the company's first editions featured friends and family striking poses as fashion models. Boden is a 50% owner of the firm.