​Boda Skins targets Asia growth, to launch seasonal offer under new MD

By

Nigel TAYLOR

Published
Nov 18, 2020

UK-based international fashion brand Boda Skins is planning to expand on several major fronts in 2021. Backed by funding from Barclays and Funding Circle to the tune of £0.5m, the brand will accelerate international growth, add a seasonal product range and expand its sustainability credentials under a new-look senior management team.

The Manchester-based company, which already claims “huge success” in Europe, the US and Australia, wants to expand into Asia, working with a Chinese digital marketing company to raise its profile and help increase e-commerce sales there.

Founder and CEO Nathan Alexander said: “We’ve had increased demand from Asia but haven’t launched fully there yet, so that will be our main focus for the remainder of the year and 2021”.

The company also plans to introduce a new capsule collection each season that will include Boda Skins’ most influential pieces, including puffer jackets, shearling jackets, sunglasses, denim, boots and face masks, alongside its core leather jackets.

It will also work on sustainable initiatives next year, including zero waste packaging and an innovative buy-back scheme for customers. This will see it turn old jackets into reusable rucksacks that will be used to package new product. This will be available from the spring.

The company has also formed a new senior management team to support its ambitious growth plans. To head the new team, Ashley Waring is appointed managing director. She joins with over 15 years’ experience in fashion and retail, latterly with Country Attire, where she was “an integral part of the leadership team”.

Ashley will take responsibility for “developing and executing the business strategy, driving growth and profitability, overseeing operational efficiency, building and mentoring the company’s growing team”.

Cameron Lee also joins as finance director who will work alongside Alexander. Other additions are Laura Millington as head of product and creative, Rachel Davies as garment technologist and Mia Joel as global e-commerce assistant.

An upbeat Alexander noted the business experienced record sales during the lockdown summer, up 20% year-on-year, with many purchases coming from the UK and Germany.

“The whole team has been amazing in working through the pandemic and it’s testament to their hard work that sales have soared, despite the delays and challenges with global supply chains”, he added.