Fashion catalogue retailer Boden has unveiled plans to open its first standalone bricks-and-mortar store later this year.

It has signed a 10-year lease on a 1,800 sq ft unit on the Cadogan estate in Chelsea, London.

Boden said its foray into physical stores will support its ongoing plans to “bring its unique style to the high street”.

The brand’s new flagship, aimed at giving shoppers an “immersive in-store experience for the first time”, is set to open in October.

It will stock Boden’s adult ranges, special collections such as ‘Boden Icons’ and its popular ‘Mini Boden’ for children aged 0-16.

The brand’s founder and creative director Johnnie Boden said: “This is a new chapter for Boden. At last our customers will be able to see the brand in all its glory. I would like the shop to feel like you’re walking into my home.”

The brand has another physical site in Hangar Lane in close proximity to its head office as well as five new concessions in John Lewis stores.

Earlier this year, former Tesco director Jill Easterbrook joined Boden as its new chief executive.

Topics