Boden opens its first store ...in Chelsea!

WHEN Boden, the online fashion retailer of choice for yummy mummies, decided to open its first high street store, only one location would do – Chelsea.

After racking up 1.5million affluent online customers since its launch in 1991, the west London district was the obvious choice for the store, which is due to open in October.

Founder Johnnie Boden, who is worth £410million and whose upmarket casual styles have been worn by Samantha Cameron and Michelle Obama, describes women aged 35 with children as ‘the bull’s-eye’.

The firm, which opened five concessions in John Lewis this year, already has an outlet attached to its factory in north London, but the Chelsea site will be its first mainstream shop.