...and Tory leader David Cameron, is to boost its email marketing in a bid to earn more revenue across its core UK, US and mainland Europe markets.
The mail order company, founded by former stockbroker Johnnie Boden in 1991 to create colourful clothes aimed at the middle classes, has hired Experian CheetahMail as the brand increases its online focus alongside its paper catalogue business.
Experian CheetahMail will provide technical services and reporting, helping Boden to increase its revenue from email marketing by using web analytics and email behaviour analysis to increase click-throughs and transactions.
The email service supplier will introduce triggered cross-sell and up-sell messages and send emails to customers that have abandoned items in their online shopping basket.
"Boden has a strong heritage in direct marketing and as we have broadened our delivery channels, email has become an increasingly important tool for us," said Sarah Blair Gould, Boden's e-commerce manager.
"We chose Experian CheetahMail because of the breadth and depth of the team's experience, which will enable us to build more effective email campaigns and take our online business from strength to strength. We were also impressed by the company's transparent reporting suite, which will allow us to see exactly how hard our campaigns are working."
Boden, led by its charismatic founder and Old Etonian Johnnie Boden, is a favourite of David and Samantha Cameron, amongst other celebrities. In May this year it was widely reported that Michelle Obama ordered a Boden catalogue for herself and daughters Malia and Sasha.
Its distinctive catalogues contain descriptions of the models' habits and predilections and are mailed to customers as well as inserted in targeted publications.
After establishing itself in the UK, Boden took on the US and mainland Europe markets, Germany in particular.
Brand extensions include Baby Boden and Mini Boden.
After a stint working in the City, Boden quit in 1991 to set up his mail order business, getting friends to model in order to keep costs down. His fellow Old Etonian Nicholas Coleridge once described Boden as "the Martha Stewart of the Fulham Mothers set".
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