Boston Proper Billion-Dollar Opportunity

By Donna Loyle

Unique merchandise, exceptional visual branding and a textbook e-commerce strategy give Boston Proper a leg up on its competition.

Boston Proper CEO Michael Tiernan calls it "The Billion-Dollar Opportunity."

His vision encompasses a multichannel strategy targeting affluent, self-assured, baby boomer women — a generation notorious for its conviction that it will stay vibrant and sexy long into old age.