Boden founder and creative director Johnnie Boden officially cut the ribbon on the brand’s second central London store at Westfield London today.
The new store is located in the £600m extension of the White City super-mall, and its opening follows on from that of its first central London store on the King’s Road in 2017.
Set over a single floor, the store covers nearly 4,000 sq ft and features the same distinctive design inspired by Johnnie Boden’s own home. Mismatched frames, velvet chairs and quirky interior touches bring the brand to life, inviting shoppers to browse, relax and explore the latest collections.
“We are really pleased to open our second shop in Westfield. With so many shoppers coming there, we felt that it was the perfect time to bring Boden to new people. Our first shop, which opened on King’s Road last year, has allowed so many to touch and feel the new ranges and I hope that Westfield shoppers like our beautiful new space in just the same way,” he said.
The new store forms part of the online and home shopping brand’s retail strategy, which also includes concessions in John Lewis in the UK, Nordstrom in the US and Zalando in Germany.