Boden. Online purveyors of strangely shaped 'fun' skirts and embellished cardigans to the chattering white middle classes of the UK.
Their marketing makes your teeth curl.
As if it wasn't bad enough that the ferocious Mumsnet group invited their members to a meet with the dress code "Boden", we now see that "Johnnie" - the MD who infuriatingly emails you as if he's known you all his life - has created a Boden community with blogs and aimless chit chat.
As you might imagine, all the Bodenettes who have signed up so far have sickly sweet little names like Passion Flower and Secret Star, and they're all busily exchanging tips about cup cake makers, flowery pinnies and villas where you can take the kids.
Now I do possess a few items of Boden clothing, but I order a lot fewer these days, ever since they started posting reader reviews. Now you can save yourself the trouble of ordering a skirt or dress and being mystified by its cut, a classic Boden problem, because you can read about it before you order.
But I don't buy into the sugary halcyon image that Boden likes to portray. The whole thing is a bit creepy. Boden women have straight figures with no waist or bust. Notice how nothing is ever vaguely low cut because surely that would be offensive to the children. The label is now aiming for global domination, with various new lines including a less garish women's line and kids' clothes. And, I hear, they're targeting the US.
I suppose I should say "respect" to Johnnie as he seems to have hit the magic formula for reaching a particular demographic, but unfortunately the whole thing just makes me shudder.
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