Boden to open first standalone physical store in Chelsea

By

Barbara Santamaria

Published
Jul 26, 2017

Boden, the online and catalogue retailer, is making plans to open its first standalone bricks-and-mortar store in London this year.

Opening in October, the brand’s first flagship store will be located at 20-23 Duke of York Square, joining an array of other premium brands at the destination such as Cos, Joseph, Trilogy, Whistles, Monica Vinader and one of Zara’s largest European stores.

The store will span 1.821 sq ft and offer the Boden adult ranges, special collections such as Boden Icons and the popular Mini Boden for children aged 0-16.

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The store launch marks another important milestone for the brand this year following the opening of five concessions in John Lewis stores across England. More concession stores are planned for 2018.

The John Lewis deal, and the new flagship, support Boden’s ongoing plans to bring its unique style to the high street under the leadership of new CEO Jill Easterbrook.

Founder and Creative Director Johnnie Boden comments, “I’m so excited to be going into retail. 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.”

Hugh Seaborn, CEO of Cadogan, adds: “The Boden brand has so much personality and is an ideal fit for Duke of York Square - we’re delighted that they have chosen Chelsea for their first physical UK store. Our strategy with each new opening here is to add further to the world-class shopping experience that cannot be recreated elsewhere.” 

Boden has also a store in Hanger Green, London, which opened in 2004 and has been recently revamped.