Boden is set to open a new store this coming October in Chelsea. This will become its flagship, stocking adult and children’s ranges. The direct business currently has an outlet near its Hangar Lane HQ as well as concessions in selected John Lewis stores. This latest store development is Boden’s first foray into standalone retailing since its “trial store” in Walton on Thames some six years ago and follows the appointment of Jill Easterbook as CEO.
Founder Johnnie Boden commented “This is a new chapter for Boden. At last, our customers will be able to see the brand in all its glory. I would like the shop to feel like you’re walking into my home.”
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