Boden has announced plans to open womenswear concessions in five branches of John Lewis from this autumn.
Boden currently sells almost exclusively through its catalogues and website, although it does have one brick-and-mortar store in London. The John Lewis concessions are the first stage in an expansion plan, which will follow with more standalone stores in the future.
Branches of John Lewis in London Oxford Street, Southampton, Reading, Oxford, and Cambridge will be the first to sell Boden clothing, followed by more stores in early 2018.
CEO of Boden, Jill Easterbrook, said: “We are really excited to be going into John Lewis. It marks the coming together of two great British brands.”
John Lewis buying director added: “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.”
Boden was founded in 1991 by former stock broker Johnnie Boden and sells menswear, womenswear, and kidswear. Jill Easterbrook was appointed as CEO in February.