Johnnie Boden
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CEO Secrets: 'Better to be in pain than dead', says Boden

3 November 2015 Last updated at 00:02 GMT

Johnnie Boden, founder and CEO of the Boden fashion catalogue empire, offers the business advice he wishes he'd had when he started out, as part of the BBC News series, CEO Secrets.

We caught up with him during London Fashion Week.

You can read more about the #CEOSecrets series here.

Video journalist: Dougal Shaw

Catalogue photos courtesy of Boden