Quintessential British brand Boden will make its first major foray onto the high street with five concessions in branches of John Lewis.
According to City AM, the online and mail order brand, will be stocked at branches of the department store in Oxford Street, Southampton, Reading, Oxford and Cambridge this autumn, with more branches to be added at a later date.
Boden, which was founded in 1991 by former stock broker Johnnie Boden, still has ambitions to open its own standalone stores. It currently has one store near its West London office in Hangar Lane, which was opened in 2004.
The brand starting out selling menswear and moved into womenswear in 1992 and kidswear in 1996. In 2010 it launched a teen range called Johnnie B.
In February it appointed former Tesco director Jill Easterbrook as CEO. Former CEO Julian Glanville stepped into the role of executive chairman while Johnnie Boden became creative director.