Boston Proper
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About
Boston Proper is a Boca Raton–based, digitally led women’s fashion brand designed for confident, style-conscious women who refuse to blend in.
Originally built as a catalog business, Boston Proper has transformed into a modern, customer-driven e-commerce company, with over 90% of its business now online. At the center of every decision is our customer - a powerful, style-driven woman in her 40s, 50s, and beyond who values self-expression, confidence, and individuality.
Guided by our purpose to empower women who refuse to blend in, we curate bold, flattering, and versatile pieces that help her stand out in every moment of her life. Our brand platform, developed in partnership with Motto, brings this to life through our rallying cry: Defy All Expectations, a reflection of both our customer and our company.
Boston Proper combines fashion, data, and technology to deliver a seamless, personalized experience. From bold capsule drops to marketplace expansion, we are building a modern fashion ecosystem rooted in storytelling, innovation, and customer obsession.
We are not just selling clothes, we are helping women step into their best era yet.
Additional Info
- Boca Raton–based, digitally native women’s fashion brand
- 90%+ eCommerce business; transformed from catalog to digital leader
- Purpose-driven: Empowering women who refuse to blend in
- Defined by bold, flattering, confidence-building fashion
- Customer-led strategy centered on “Lana”—the modern 40+ fashionista
- Brand platform: Defy All Expectations (Motto partnership)
- Known for unique “finds” that inspire individuality and self-expression
- Technology-enabled growth (Shopify Plus, NetSuite, Domo, Gorgias, Yotpo)
- Expanding through marketplace and high-impact capsule drops
- Women-led leadership focused on innovation, resilience, and reinvention
