The fashion brand beloved of the moneyed middle classes,including our prime minister, is moving from mail order and online only into physical stores. Why?It’s been accused of being smug, and sneered at for selling “anti-fashion” and even described as a “middle-class cult” despite only opening a single shop but now the clothing brand Boden could be coming to a tall street near you. The mail-order clothes firm is following in the footsteps of brands such as the White Company and the Cambridge Satchel Company by moving from the web to physical stores. A spokeswoman this week said the brand is planning to open a string of shops in the UK and US for its 1.6 million active customers,after the success of its first permanent outlet in Hanger Green, west London. Related: Boden to expand number of stores in key markets Continue reading...
Source: theguardian.com