Niche mail order business Boden will open its first shop in May in an effort to attract new customers.
The initiative follows strong growth. Managing director Julian Granville said turnover hit£60 million in the year to December 2003 - up from£47.9 million in 2002. He aims to reach£80 million in 2004.
The 7,000 sq ft (650 sq m) Boden store will be situated on the A40 in west London, and will be marketed as a destination store with parking.
'There are shoppers who are on the cusp of being mail order customers. They are interested in the product, but are averse to mail order because they can't try the clothes on,' said Granville.
Venture capitalist Piper Private Equity recently increased its stake in Boden to about 5 per cent. Piper managing director Christopher Curry believes Boden will deliver similar growth in the next three years as it has in the past three.
Boden was Retail Week's Rising Star of the year in 2002.
No comments yet