From Autumn John Lewis customers in five of its stores will be able to buy from the Boden womenswear range. The trial, which is considered to be a coup for John Lewis, marks the long awaited move into bricks and mortar at a serious level by Boden. New Boden CEO Jill Easterbrook commented “We are really excited to be going into John Lewis. It marks the coming together of two great brands.” The initial concessions will appear in John Lewis stores in Oxford Street, Cambridge, Reading, Southampton and Oxford and whilst neither party has confirmed ongoing plans, it is expected that they may roll out to all John Lewis stores over the coming 24 months.
For John Lewis, the addition of Boden is seen as a major boost to its retail offering, setting it apart from its department store rivals in what proved to be challenging times. This was affirmed by buying director of fashion for John Lewis, Christine Kasoulis, who said ” The introduction of Boden builds on our continued strategy to provide our customers with an inspiring selection of unique brands that they cannot find anywhere else on the high street. We are thrilled to be exclusively launching Boden in our shops.”
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