In a magazine interview at the weekend, the Eton-educated founder of the company, Johnnie Boden, said “I always come back from Paris and say to my wife, ‘God, they never smile at me!’”
“It’s hard work. I try to flirt with them but they’re not having it. The only way to get a reaction is to be rude back. Paris is beautiful but I associate it with stroppy women and exhausting business trips. I feel slightly rejected when I go there, but I think if I can just crack it, it’ll do my confidence a lot of good.”
The Boden brand was founded in 1991 and has become popular with upper-middle class Britons. Prime Minister David Cameron is himself a customer of the company.
Boden also lambasted the south of France, saying he “couldn’t bear it. It’s so built-up and expensive and … really grim. I’m sure it was lovely 50 years ago.”
Boden plans to launch a dedicated website in France later this month. The company currently sells in the UK, US, Germany and Austria. Sales recently passed £200 million for the first time.