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I’ve been a nitwit, says Boden as he ditches menswear

Summary by Ground News
The company has axed its struggling menswear business and revived the catalogue that brought it to fame. The preppy British clothing brand fell into the red last year. To accompany the rebrand, it will send loyal customers a series of apologetic emails including phrases such as: 'Sorry, I'm a complete nitwit. I effed up'

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I’ve been a nitwit, says Boden as he ditches menswear

Admitting to your customers that you’ve been a “nitwit” is, as sales pitches go, a bold one. But that is exactly what the catalogue fashion line Boden plans to do, after making — in the words of its founder — a “catalogue of mistakes”.The company has axed its struggling menswear business and revived

·London, United Kingdom
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The Times broke the news in London, United Kingdom on Friday, August 25, 2023.
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