Boden to launch pop up store

Boden, the UK catalogue company, has announced that it is to open a pop-up store in

 the Bullring shopping center in Birmingham.

The company aims to present its autumn/winter womenswear collection from the end of August until Christmas, 2012.

Company marketing director Richard Bell has stated that the Bullring is “perfect for Boden,” and its Midlands location allows the company to broaden its appeal beyond its London and home counties heartland. The pop-up shop can also be seen as a PR exercise to extend the retailer’s appeal in the mass market.