Boardmans opens concept store

Boardmans is already an accessible destination for hot designs and furniture, but the recent opening of the Melrose Arch concept store has added another notch to the retailer’s impressive belt.

This store is the first Boardmans exclusive in South Africa (more are expected to come) and comprises 450 square metres of “the very best of Boardmans”, explains Chris Swart, Edgars’ Category Executive Manager for Home Living.

This is a bold and exciting move for the brand, following hot on the heels of other initiatives, such as their association with Jeremy and Jacqui Mansfield under the Zhoozsh! umbrella, as well as their pioneering partnerships with Reuben Riffel, Ngwenya Glass and Trevyn and Julian McGowan of local design hub, Source.

The store will stock high-end merchandise that isn’t easily accessible in South Africa – in some cases limited editions, as well as new releases from international design centres such as Milan and Paris.

Expect top-of-the-range linen, appliances, cookware, crockery, cutlery, gadgets, glassware and utensils from local and international celebrity chefs, as well as leading brands. In the bedroom, for instance, the piece de resistance is the beautiful Kylie Collection, which is the signature range of Australian superstar, Kylie Minogue.

In terms of South African design, Boardmans’ acclaimed partnership with Source remains an important feature of the store’s design and layout. Until now, Source has maintained a separate footprint in-store, but Boardmans is now pioneering a new format that’s going to stimulate the imagination like never before. “

By merging the Source range and Boardmans decor accessories and furniture, we’re showing customers how to integrate the best of South African design in their living spaces without having to compromise on what’s hot in home fashion,” Chris concludes.

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