Catalogue and online retailer Boden has launched its own social network to help customers engage with the brand and drive loyalty.

Boden, fashion brand of choice for the middle classes, set up ‘Boden Community’ last week, and describes it as “a sociable place where you can connect with like-minded people”.

Customers can create a profile and befriend fellow members. Photos and videos can be uploaded to the site, which also links with other social media platforms such as Facebook and Twitter. Members of the community hub can also write blogs and post reviews.

Boden marketing director Mark Binnington said: “Our aim is for customers to feel stronger about the Boden brand as a result of the site.”

Members also receive points based on their level of engagement, and can then win gifts. Uploading photos or videos, updating on status, reviewing products and driving Boden traffic to other social networking sites will all be rewarded.