Page 2 | Boden | Mumsnet

runningpram · 2025-09-21T19:50:03+00:00

I came across Boden via Mumsnet and assume they are aiming for women in their late 30s/40s as their target market but I’ve never met anyone in that age group who would wear anything like that and I certainly don’t surround myself with fashionistas! it looks like stuff my 80 year old Mum might wear? Who buys this stuff and what am I missing? Why does it seem to have such a cult following?

StrongLikeMamma · 23/09/2025 08:15

Vitriolinsanity · 22/09/2025 19:12

I wear it, and I’m not a Nana. The shoes are lovely and also wearable. I’ve got several Ottoman dresses for work. The swimwear is excellent.

The swimwear USED to be excellent. It’s all extremely low cut now annoyingly!

Mrsmunchofmunchington · 23/09/2025 08:23

IbizaToTheNorfolkBroads · 22/09/2025 16:04

15 years ago they were reliably for cut, fit, quality, natural fibres; not overtly tip top fadhion; not unfashionable. Classic designs with a bit of a twist. They covered work wear, casual wear and great party dresses; kids and mens aswell as women. Some perennials like the lambswool French collar cardigan, velvet coats, A line moleskin skirts, wool pencil skirts in non-sludgy tweeds, ski jackets for kids in bright colours. They were worth the money, but largely aspirational for me. They were high quality mail order (only mail order for ages) before the internet and before everyone had a website. They were a one stop shop for a certain sector of society. A one point a lot of their tops came in a “long” option, which was awesome for me. Their twice yearly sales were much anticipated.

They they completely lost their way, started using a lot of synthetics, started trying to follow fashion too much, and forgot that some women have boobs. Lost the quality they had previously bern known for. Lost a lot of their customer base. Too much competion. Costs too high. Put up their price madly.

They’ve been trying to atone for a few years. Some die hard customers are hanging on.

Totally agree.
I used to love boden but then they abandoned their core customers to chase a younger set.

This seems to be a common practice in retail (and politics!)
It’s all very well thinking about the future but sometimes a bird in the hand is worth two in the bush.

Northerndoglover · 23/09/2025 08:29

IbizaToTheNorfolkBroads · 22/09/2025 16:04

15 years ago they were reliably for cut, fit, quality, natural fibres; not overtly tip top fadhion; not unfashionable. Classic designs with a bit of a twist. They covered work wear, casual wear and great party dresses; kids and mens aswell as women. Some perennials like the lambswool French collar cardigan, velvet coats, A line moleskin skirts, wool pencil skirts in non-sludgy tweeds, ski jackets for kids in bright colours. They were worth the money, but largely aspirational for me. They were high quality mail order (only mail order for ages) before the internet and before everyone had a website. They were a one stop shop for a certain sector of society. A one point a lot of their tops came in a “long” option, which was awesome for me. Their twice yearly sales were much anticipated.

They they completely lost their way, started using a lot of synthetics, started trying to follow fashion too much, and forgot that some women have boobs. Lost the quality they had previously bern known for. Lost a lot of their customer base. Too much competion. Costs too high. Put up their price madly.

They’ve been trying to atone for a few years. Some die hard customers are hanging on.

I cannot agree with this more. In my old working life (when I had to be smart), I lived in Boden. Moon tweed jackets, cropped trousers with their beautiful flats, the classic shirts. You couldn’t beat it.

Then covid came, my working life (and Boden it seemed) shifted. All of it went on vinted and I keep looking online to see if they put anything that’s casual that would suit me now and it just doesn’t. I’ve found a few of their old hoodies on vinted but I really think they’ve lost their way. Way too expensive, way too out there in terms of colours and patterns and it just doesn’t feel like the Boden of old.

Original poster

runningpram · 23/09/2025 09:20

Interesting what some posters have said re basics. Will have to check out some more

OP posts:

YYYDlilah · 23/09/2025 09:40

@henlake7 , I tend to lump them in with Seasalt as they seem a similar vibe.
Not really my kind of thing though.
I don't think they have the same vibe but there is an overlap - safe, presentable and not very exciting. Seasalt is nice quality and has clothes I like but I don't really like the patterned tunic look.
The difference for me is that there's a Seasalt shop locally but Boden is the occasional item spotted in TKMaxx. Back in the good old days, Boden was a mail order brochure with the clothes modelled by the likes of Trinny and Susannah, now it's a website with the clothes modelled by tall slender women with small bosoms.

YYYDlilah · 23/09/2025 09:43

New In Women's Clothing - Seasalt Cornwall
Women's New In Clothing & Accessories | Boden UK

Just in case someone wants to check them out.

Northerndoglover · 30/09/2025 06:35

I’m going to say, the new stuff they launched yesterday is stunning but so expensive. I think whoever is behind the design of that is on their game. Parkas, puffers, merino jumpers, back to the Boden of old. Admittedly a few odd things but my god, I could spend an absolute fortune if I was still in my old job and not getting absolutely filthy like I am now.

Plinketyplonks · 30/09/2025 06:44

I don’t wear it but recently saw some of their evening wear/party season and thought it looked beautiful.

PaquitaSalas · 30/09/2025 06:46

Agree that there are some fantastic items in the collection just launched

Northerndoglover · 30/09/2025 06:49

Plinketyplonks · 30/09/2025 06:44

I don’t wear it but recently saw some of their evening wear/party season and thought it looked beautiful.

I’ve just seen a silver halter neck dress that’s been styled in Paris (I think). It reminded me of Carrie’s silver/grey taffeta dress in SATC when she went to Paris. If that isn’t a reason to buy it, I don’t know what is.

I need to step away from the website, I’m about to spend serious money for a life I no longer live.

ClassicBBQ · 30/09/2025 07:01

I don't buy much there myself, but do buy a lot for the DCs. It's one of a few shops where children's clothes actually look like they're for children!

notatinydancer · 30/09/2025 07:04

runningpram · 21/09/2025 20:55

Haha! Yes indeed. But I literally haven’t come across any c40 year old women wearing it and I mix in lots of different groups. Do lots of women of that age actually buy it or are the actual purchasers a bit older in reality?

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They could be wearing it ? Do you inspect the labels of all your friend’s clothes ?

Plinketyplonks · 30/09/2025 07:17

Northerndoglover · 30/09/2025 06:49

I’ve just seen a silver halter neck dress that’s been styled in Paris (I think). It reminded me of Carrie’s silver/grey taffeta dress in SATC when she went to Paris. If that isn’t a reason to buy it, I don’t know what is.

I need to step away from the website, I’m about to spend serious money for a life I no longer live.

Edited

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Haha me too especially as I rarely have need of fancy evening wear!

VenusClapTrap · 30/09/2025 08:05

notatinydancer · 30/09/2025 07:04

They could be wearing it ? Do you inspect the labels of all your friend’s clothes ?

Show quote history

I agree with this. I think you might be surprised. Not all of their clothes scream “BODEN.”

I have one or two things of theirs that I’ve had for years, stuff like plain t-shirts and a good basic pair of shorts.

I also have a smart black velvet coat that comes out for funerals, Remembrance Sunday and rare dressy winter functions. I always get compliments on it, and people are always surprised when I say it’s Boden - partly because they don’t expect me to wear Boden.

myladyjane · 30/09/2025 08:15

Colour in cotton or viscose. Haven’t bought anything g for a few years similar to others but have just bought work dress that hopefully will suit my plus size hour glass body in a plain but bright colour that will suit my ‘spring’ colouring.

Floisme · 30/09/2025 08:57

Well I've just been over to their website for the first time in years and now I'm tempted by one of the skirts and they're yelling at me that it's low stock. (Yes I'm sure they do this for everything and no, I'm not telling you which one.)

Not sure whether to thank you all or not. At least I'm 69 so, I guess, I'm allowed.