British clothing brand Boden, known for colourful floral patterns and comfortable knitwear, has opened a new flagship store, located on Chelsea’s prestigious King’s Road. Previously retailing almost exclusively through online (the website received 23million visitors last year and accounts for more than 90 per cent of revenue) and catalogue sales, Boden is now transitioning into new phase; executing the creation of a strong high street presence which will enable the brand to reach more consumers, and form a more tangible relationship with customers.

Sitting harmoniously alongside retail giants such as Zara, Joseph, Whistles and Cos, Boden takes over the 1821 sq ft former Banana Republic unit at 20-23 Duke of York Square on the King’s Road, where it now showcases its men’s, women’s and children’s ranges, as well as special collections such as Boden Icons. The Chelsea location is the brand’s second store, following the first site in Ealing, West London. Boden have also introduced five concessions in John Lewis’ across the country, and plans to open further stores across the UK and abroad are being considered.

In an encouraging shift that suggests the high-street may be regaining strength, Boden joins a number of other predominately online retailers, including speakers specialists Sonos, Leeds-based fashion retailer Joe Browns, and Amazon, now beginning to open their first physical stores.