Case study

How Boden Made Accessibility a Core Part of Its International Strategy

Website

boden.com

Industry

Apparel & accessories

Location

United Kingdom

About Boden

Boden is a British-born apparel brand founded in 1991 with a clear belief: clothes should be made with quality, integrity, and happiness that you can wear for years. What started as a small mail-order catalogue has grown into a global fashion brand, loved for its distinctive style, long-lasting garments, and values-led approach to business.

Over the past decades, Boden has expanded internationally with a strong presence in key markets like the UK, the US, Europe, and Australia. As the brand scaled globally, maintaining a consistent customer experience across countries, languages, and storefronts became just as important as preserving its brand identity and values.

Following a migration to Shopify, Boden faced the challenge of rebuilding its international setup in a way that was scalable, accessible, and future-proof.

Orbe's Features:

  • Geolocation popup
  • Connect multiple expansion stores
  • Redirection to regional store
  • Market selector
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Challenge

After migrating to Shopify, Boden was looking for a clear and reliable way to guide international visitors to the right country store, while supporting accessibility, consistency, and a seamless global experience.

The brand operates a multi-store architecture to properly serve different regions. This setup allows Boden to manage different commercial models, regional requirements, and international operations without compromising the customer experience. Their primary store covers the UK, Isle of Man, and Australia, while separate stores support the US, key European markets, and the rest of the world. This approach allows Boden to offer the right language, currency, and commercial model in each region, but it also adds complexity.

With this setup in place, Boden needed a solution that could:

  • Connect multiple stores without friction through a modern, accessible country selector, ensuring customers can easily choose their country and always land on the correct store.
  • Support countries, languages, and currencies at scale, managing dozens of markets and stores without SEO issues, broken redirects, or a confusing user experience.
  • Allow full customization, so the country selector and geolocation popup fully align with Boden’s brand and design system.
  • Meet strict accessibility requirements (WCAG 2.2), including support for keyboard navigation, screen readers, and clear user consent.
  • Avoid patches, custom scripts, and multiple tools, reducing long-term risk and maintenance overhead with a single, scalable solution.

With all of these requirements on the table, Boden found in Orbe a partner capable of supporting a complex international setup without compromise, bringing clarity, accessibility, and long-term reliability into a single solution.

Solution

Boden chose Orbe as a single solution to manage geolocation, accessibility, and multi-store routing on Shopify, giving the team a reliable way to guide customers to the right store while keeping UX, SEO, and compliance under control.

With Orbe, Boden uses one centralised system to link all of its Shopify stores. Visitors are automatically guided to the correct store based on their location, while still being able to clearly choose their country and language through an accessible, brand-aligned selector.

Orbe ensures that every user:

  • Lands on the correct store from the first visit, making international routing predictable and easy to manage across multiple stores.

  • Sees the right country, language, and currency by default, while keeping full control to change them at any time.

  • Moves through a clean, scalable multi-store architecture, designed to support dozens of countries without SEO issues or experience gaps.

  • Interacts with a consistent and accessible UX across all markets, built to meet WCAG 2.2 requirements by design.

Is part of a setup built for long-term compliance and stability, avoiding patches, scripts, or multiple tools as international complexity grows.

Results

Accessibility is a core outcome of the setup, not a secondary benefit. Orbe’s geolocation popup supports keyboard navigation, screen readers, and clear user consent flows, with specific adaptations designed to meet WCAG 2.2 requirements across all markets.

By embedding accessibility directly into the international routing experience, Boden avoids retroactive fixes and external workarounds. Compliance is handled by design, helping the brand reduce long-term risk while delivering a consistent, inclusive experience across regions.

As a result, Boden operates an international Shopify setup where accessibility and compliance scale alongside the business, providing long-term stability and confidence as new markets are added.

WCAG 2.2

Accessibility compliance built into the international setup

Keyboard navigation, screen reader support, and consent-first routing across all markets.
+3M

Users to the correct country experience in last 12 months

Seamless product and store routing across multiple markets.