Boden to stop larger sizes 😱

[BirdsAndBlips]

I read on a French plus size blog that Boden is going to stop selling larger sizes. The blogger doesn't say what they consider "larger" sizes but she mentions she very often sees 20/22 sold out. Her source is a "rep" for the brand but as she's been promoting Boden in France for quite some time I tend to trust her.

Source: Big Beauty

I've been wearing Boden for ever now from size 12 to 20 and I would be absolutely gutted if they were doing that.

What do you think?

Seems like a step backwards to me. Saying that, maybe it doesnt sell as well as other sizes so they cant justify it? In these economic times maybe they arent doing that well? Certainly sounds like it.

Because a very small % of French people are a size 20+ presumably so it doesn't make economic sense to stock something that could sit around for ages

They've already got rid of size 22 for many items. Lots of others I notice are now sized S, M, L with some XS and XL, rather than numbered sizes.

There was a bit of an outcry about it on their FB page when it happened. It does seem a shame.

I did also read that their profits were quite badly down the last year or two.

Personally I do think they've been trying to shift their demographic from the wealthy SAHM cakes'n'bunting area over to women with professional jobs. You can see it in the types of photo shoots they do now: it used to be all ruddy cheeks, outdoors, thirtyish models posed with Mini Boden child models as families; now the Boden models skew younger and thinner and are pictured walking down city streets or in posh pavement cafes, sometimes with a male model in tow but rarely a child. I mean, not always, but often.

So possibly the move away from larger sizes is part of that.

Personally I do think they've been trying to shift their demographic from the wealthy SAHM cakes'n'bunting area over to women with professional jobs. You can see it in the types of photo shoots they do now: it used to be all ruddy cheeks, outdoors, thirtyish models posed with Mini Boden child models as families; now the Boden models skew younger and thinner and are pictured walking down city streets or in posh pavement cafes, sometimes with a male model in tow but rarely a child. I mean, not always, but often.

Actually, that is very true. It has been very subtle.

I don't understand any clothing line moving away from plus sizes in this day and age. Seems suicidal profit wise.

If only they stopped modelling all their clothes on size 4 women :/

Oh God. This is actually a bit of a disaster for me.

I know what you mean about the styling. I really liked the hearty looking women wearing cosy gear - now the catalogue looks like everyone else's.

Larger sizes use more material but people won't pay more.it'll be an economics decision.

I'm really hoping that this only refers to something I'm already aware of, i.e. that, as a PP mentioned, Boden have already stopped making a 22 in a number of lines.

This has been mentioned on here before and some of us have protested to Boden and also on their Facebook site.

Boden didn't suggest there were any plans to do away entirely with the 22s. I really hope there aren't, as it would indeed be a disaster for me. I would happily pay for larger sizes rather than not have them and have to be pushed back on the polyester horrors of specialist Plus retailers like Yours or ( most of) Simply Be.

Bit reassured by recently received Boden Spring preview, in which majority of pieces still go to 22. Fingers crossed!

I agree it would be a real shame if they shed their larger sizes, particularly if they are courting professional women. The majority of high street retailers that go to a 22 are either aimed at a much older market (Jacques Vert etc), are hideous & frumpy (Studio 8 I am looking at you, Evans, Debenhams, M&S) or a polyester hortor-fest (all of the above).

Horror-fest

Absolutely, Jed!

They will lose my friend who's a size 18 (but trying to lose weight). In fact most of her purchases have been from Joules lately.

Bad move on Boden's part. She is a professional woman who wants nice office clothes but for weekends also wants casual clothes and for holidays. She bought a great nautical striped dress from Joules that I was eyeing up. She's also after jumpers and knitted dresses/tunics and has gone off Evans. She also has ££££.

Sigh. Perhaps I should check out Joules. They're a big logoed for my taste but they do have the whole hearty thing that I like.

Boden is definitely moving more up trend of late and Joules is now occupying that niche. Boden prints have noticeably been toned down these days.

I'm a small size, but I will say that Boden prints this year were mind-numbingly dull. I was hoping this was a blip, but perhaps not?

I buy vast quantities of Boden stuff in size 22 and last week they invited me to an event to preview the spring collection, which gives me hope. But they confirmed on Twitter a few months ago when I asked that some of the tops in the Autumn/Winter collection aren't available at all in size 22.

Feel a bit 'excluded' I wasn't asked to that event, Hercules, given the amount I buy! Perhaps I've sent too much back.
Anyway, it's reassuring to hear of your invitation. I was told when I complained of the reduction in tops etc in 22 this season that there wasn't much demand for the size, but A quick look on here or indeed FB, shows that's not so.

They're a business, so supply what will sell. Annoying if it affects you, but there are loads of other good garment sellers around.

Erm, sorry I'm afraid that, if you're a Size 22, there are most definitely not 'loads' of other good garment sellers around. If only. What there are loads of are downmarket, poor quality, polyester heavy, unstylish clothes aimed specifically at the Plus size market.

Fair enough, poly. Yeah, some grim stuff out there too. If boden have decided to stop selling, then it wasn't making business sense.

Silly really, as you see the 22s are almost always sold out very quickly.
I just wish they did 22R and not just 22L in everything.

Yes, that's what they hold me as well, Poly. Given I don't want to buy polyester monstrosities from plus size retailers I'm very disappointed. I want good quality basics, and I'm prepared to pay a premium for them.

Boden is frumpy these days.

Aren't they doing v well in the US second most popular U.K. Brand only behind Burberry I think.
Surely there is call for bigger sizes over there?