Boden to open womenswear concessions in five John Lewis stores

 
Alys Key
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The new Boden womenswear range will hit John Lewis stores in October (Source: Boden/John Lewis)

British brand Boden will be stocked in John Lewis stores starting this Autumn, but the brand still hopes to open standalone stores in the near future.

Five concessions will be opened in October at the department store chain's branches in Oxford Street, Southampton, Reading, Oxford and Cambridge. There are plans for more to open in the new year.

Jill Easterbrook, who was appointed CEO of Boden two months ago, said: "We are really excited to be going into John Lewis. It marks the coming together of two great British brands."

Boden currently operates almost entirely through catalogue orders and ecommerce, with just one bricks-and-mortar store in West London. A spokesperson for the brand told City A.M. that previously reported plans for more stores around the country are very much still on the table.

Christine Kasoulis, John Lewis buying director fashion, 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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