×
1 515
Fashion Jobs
SHISEIDO
Bareminerals Account Manager - Boots Bracknell (37.5 Hours)
Permanent · Bracknell
SHISEIDO
Bareminerals Account Manager - Boots Stratford (37.5 Hours)
Permanent · London
SHISEIDO
Nars Business Manager - Fenwick Newcastle (37.5 Hours)
Permanent · Newcastle upon Tyne
SHISEIDO
Account Manager - Boots Hammersmith (22.5 Hours)
Permanent · London
GUCCI LIMITED
Gucci Stock Manager
Permanent · LONDON
NIKE
Purpose Marketing Manager, London
Permanent · London
NIKE
Agile Marketing Manager, London
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - 30 Hours - Full Time, Permanent
Permanent · Lisburn
ESTÉE LAUDER
Clinique - Consultant - Edinburgh, John Lewis- 37 Hours - Full-Time, Permanent
Permanent · Edinburgh
ESTÉE LAUDER
Demand Planner - The Estée Lauder Companies
Permanent · London
SHISEIDO
Bareminerals Account Manager - Boots, Edinburgh Gyle (30 Hours)
Permanent · Edinburgh
SHISEIDO
Laura Mercier Account Manager - Harvey Nichols Manchester (37.5 Hours)
Permanent · Stretford
SHISEIDO
Bareminerals - Account Manager (30 Hours)
Permanent · Edinburgh
V. F. CORPORATION
Manager, Strategic Accounts - Dickies Emea
Permanent · LONDON
VANS
Credit Controller - Spanish Speaking - Vans
Permanent · CALVERTON
VF INTERNATIONAL
Multilingual Credit Controller - Key Accounts (English Plus Any European Language)
Permanent · CALVERTON
ESTÉE LAUDER
Clinique - Consultant - John Lewis, Location - 15Hours / 3 Days - Part-Time, Permanent
Permanent · Exeter
ESTÉE LAUDER
Clinique - Consultant - Sutton Coldfield, Beatties - 15 Hours - Part-Time, Permanent
Permanent · The Royal Town of Sutton Coldfield
ESTÉE LAUDER
Clinique - Consultant - Leicester, Boots - Fosse Park - 15 Hours - Part-Time, Permanent
Permanent · Leicester
YVES SAINT LAURENT UK LIMITED
Saint Laurent HR Manager UK, Ireland & Netherlands
Permanent · LONDON
SHISEIDO
Bareminerals Account Manager - Hof Bluewater (35 Hours)
Permanent · Dartford
SHISEIDO
Laura Mercier Account Manager - Harvey Nichols, Edinburgh
Permanent · Edinburgh
Published
Nov 14, 2017
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Boden Chelsea store opens with "at home" concept

Published
Nov 14, 2017

Boden has finally opened its central London store with its debut in Chelsea also being the retailer’s first high street store. The sizeable space is in Duke of York Square, the shopping centre on the King’s Road.


Dalziel & Pow/Boden



Designed by retail design specialist Dalziel & Pow, the concept invites customers to shop “at home” with brand founder Johnnie Boden and has plenty of quirky and domestic touches to support this positioning.

It’s a logical concept for the brand to choose. Having started as a mail-order retailer and now being primarily an online vendor, Boden is known as a favourite of middle income Britain and has strong family appeal.

The opening of the 1,821 sq ft space follows the company’s debut in five concessions in John Lewis stores recently and CEO Jill Easterbrook;s expansion strategy will se it opening further standalones and concessions next year.

The Chelsea store’s setting is a Georgian house “with an eccentric British vibe inspired by Johnnie Boden’s unique style and personality”.

The designers said that “found furniture brings an authentic domestic feel, together with hand-painted finishes and dark wooden flooring. Wit and humour are fed into the space through communications, joined by cheeky pops of colour, engaging lifestyle imagery and elements of surprise.”

It has two entrances, one at either end, with shoppers “enticed into individual rooms that gradually reveal Boden’s collection in manageable easy-to-navigate segments." A feature staircase in the centre of the store separates the two floors with Women’s, Accessories and Footwear on the ground floor, then Mini and Baby Boden on the lower Ground.

There’s also a surprising feature in the lift in the form of audio with Johnnie Boden’s voice designed “to facilitate the journey that, coupled with the store’s unique fragrance, adds to the character and charm of the space.”


Dalziel & Pow/Boden



Dalziel & Power creative director David Dalziel said: “The launch of any established online brand into physical space is a challenge, a challenge to represent the brand in a way it hasn’t needed to consider since its inception. In this store Boden creates its own home from home – the result is a subtle and elegant interpretation that gives the brand a platform for future growth.”

As well as some quirky storytelling around the space that’s likely to appeal to its target market, it’s undeniable that the location itself is a strong one for the brand. Duke of York Square has an aspirational target audience on its doorstep. It’s in an affluent area of London and one that’s also a fashion shopping destination. It’s home to more than 30 boutiques, including Whistles, Zara, Joseph, Wolford, Jigsaw, Links of London, Cos and Monica Vinader.

It also has one of London’s best artisan food markets and the Saatchi Gallery, both of which contribute to its cosmopolitan vibe.

Copyright © 2021 FashionNetwork.com All rights reserved.