The trendy revival that 'sunk Boden's profits': How the fashion brand shook off its 'mumsy' image to become a chic A-list favourite - but was 'punished with losses of £4.4 million' after neglecting its traditional base

The once 'mumsy' UK brand has seen a celebrity (and royal) revival in recent years - but according to boss Johnnie Boden, this new 'trendy' image may not have been the right choice.

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