(Quote from Mark Binnington - Marketing Director)
J.P. Boden is a high quality mail order clothing retailer offering goods through mail order catalogues and the Internet. Founded in 1991, they initially launched with just eight menswear products. They expanded the range and launched womenswear in 1994, followed by childrenswear in 1996 and Baby Boden in 2007. They launched their range in the USA in 2002 and in Germany in 2007.
The brand is well established in the UK and overseas and they now ship over 3000 orders a day from their warehouse in Leicester. Prior to the German launch the Boden marketing team were looking for a distribution partner who could not only provide precision delivery services but could give their prospect mailings and catalogues a local look and feel. Their marketing studies had told them how German consumers liked to be addressed and this was an essential element of their marketing strategy.
DHL Global Mail’s Germany Infopost services allowed Boden to move their mail into Germany in bulk and distribute it throughoutthe country carrying a Deutsche Post stamp. Boden set up a facility in Kempen in Germany for returned goods which move on the Deutsche Post Retouren service. All of these elements create the perception of a completely local German operation which has shown to improve customer acceptance and response and provide superior customer service. Boden distribute their catalogues seasonally four times a year, with more than 1.4 million copies for Mini Boden and 1.6 million copies for the adult range.