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Boden was founded by Johnnie Boden in 1991 and initially launched with eight menswear products. Womenswear was introduced in 1992. Childrenswear (Mini Boden)[1] was launched in 1996. The website www.boden.co.uk was launched in April 1999. In 2002, the company expanded to America, and launched the US website, which now accounts for 30% of sales. Boden’s first shop opened in 2004 in Hanger Lane, London. The company launched a baby range in 2007. Boden’s second shop in Walton-on-Thames, Surrey opened in 2007. The company began trading in Germany in 2007, and launched www.bodendirect.de, the German website. Boden recently launched a new line for teenagers, called Johnnie B. This line features clothes from 10 to 16.