BODEN’S BUDDIES: Boden, the British online and catalogue retailer, is amping up its editorial content with Thursday’s introduction of the Great Boden Diaries, a new digital platform. The site, at boden.co.uk/diaries, will spotlight content written by Boden’s editor, such as style and culture inspiration from its staff, and interviews with creative types — a Q&A with Lauren Laverne, a British DJ, TV presenter and writer, is one of the first items. The brand also has tapped a number of lifestyle bloggers to create content, including Sasha Wilkins of Liberty London Girl and Olivia Purvis of What Olivia Did.
Marie-Louise Robinson, brand manager at Boden, said the decision to launch the site was driven by customers’ reaction to “real women” in its designs. “Whenever we show real women in our clothes we get brilliantly positive responses,” said Robinson.
This story first appeared in the September 18, 2014 issue of WWD. Subscribe Today.
The site will launch for the U.K., the U.S. and Australia, and Robinson said bloggers from the latter two countries will also create content in the coming months.