The company turned Boston Proper into a fashion-only catalog. They eventually got rid of their other retail divisions so they could invest completely in Boston Proper. Acting on the mantra “Let’s Make it Sexy,” the former President & CEO of Victoria’s Secret catalog was brought in as a main consultant.
Late-2011, Boston Proper was sold to Chico’s. (Chico’s FAS also owns White House Black Market and Soma Intimates.)
5 words defining the Boston Proper customer are on the walls of the room they compose the catalogs in: Daring. Distinctive. Sophisticated. Sensuous. Self-Assured.
Boston Proper catalog has recently branched out into 9 stores: 7 in Florida, 1 in North Carolina, and 1 in Texas. More are on the way! (If you are ever in Florida, there are rumors that Boston Proper takes the labels off their overstocks, damaged items, and seconds then pallets them off to local places.)