By  on March 18, 2008

LONDON — In the 17 years since Johnnie Boden launched his upscale mail-order clothing business, he's managed to change the image of the category in the U.K. from mass market to something distinctly more patrician.

Inspired by L.L. Bean, J. Crew and Lands' End, which he admired while working as a stockbroker in the U.S. in the late Eighties, Boden launched his eponymous catalogue in 1991. At first he sold a capsule collection of men's clothing. In 1994 he added a women's collection.

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