How UK Brands Can Navigate US Expansion

London-based womenswear label Boden may be British at heart, but today, it’s the US that is its biggest market.

The brand, known for its flared and printed dresses, began targeting American consumers with catalogues in 2002, after seeing 3,000 US-based orders that year.

By 2007, Boden was generating $50 million in US sales and operating a fulfilment centre in Scranton, Penn. Last year, its US sales reached $185 million, accounting for 40…