Colin Dawes of Boden discusses delivering the right returns experience for your customer base

Colin is the Head of Logistics at Boden, and was invited to join ZigZag's premier returns event as a panellist on our Retailer Discussion on 'Building Smarter Returns for Your Customers'. The talk also featured other brands such as New Look and Scamp & Dude, and was hosted by TV Presenter and Consumer Journalist, Alice Beer.

In this interview, Colin Dawes discusses how Boden approaches logistics, customer experience, and operational efficiency within a fast-moving retail environment. The conversation explores the importance of creating seamless post-purchase experiences, managing returns effectively, and building scalable processes that support long-term growth while maintaining high customer satisfaction.

Founded in the UK, Boden has become one of Britain’s best-known premium fashion retailers, recognised for its colourful designs, quality craftsmanship, and loyal customer base across womenswear, menswear, and childrenswear. With a strong focus on customer experience and brand trust, Boden continues to invest in technology and operations to support its growing global retail presence.

‍

Have you read Boden's Case Study?

You can read more about Boden's marvellous story transforming its returns with ZigZag here >>

“We went from being in a position where the returns solution we had wasn’t doing everything we wanted it to, with a terrible roadmap, to a position where everything is great with ZigZag.” - Colin Dawes, Head of Logistics, Boden

Are you interested in joining us at ZigZag's next event?

Returnsfest 2026

The Future of Post-Purchase & Returns Starts Here

📅 Date: Thursday 11th June 2026 🕒Time: 2pm

📍Location:  The WeWork Auditorium, York Road | Waterloo, London

Join us for ZigZag's flagship event and discover how leading retailers are transforming post-purchase and returns into a driver of customer loyalty, logistics efficiency, and profitable growth.

Trusted by over 1,000 retailers worldwide, ZigZag goes beyond software. We combine market-leading technology with a truly global, connected returns infrastructure - enabling seamless cross-border returns, greater operational control, and a superior customer experience.

At this event, we’ll show how forward-thinking brands are leveraging post-purchase as a competitive advantage - through smarter returns, stronger logistics networks, and experiences that keep customers coming back.