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Boudavida to open its first store

The activewear brand, which was founded in Somerset in 2016, will open its first standalone store in Bath this month.

British women’s activewear brand Boudavida has announced it will open its first store on 10 September, at Milsom Place in the historic market town of Bath. 

Since chief executive Anabel Sexton founded the brand in Somerset in 2016, it has been available in independent retailers such as Bomb Petite, Foxley’s Emporium and the Bias Cut, as well as via its own online channel. 

Commenting on the news, Sexton said she was “excited” about the brand’s first store and also plans to hold a range of fitness classes in the Milsom Place arcade to encourage more women and girls to get active. 

The brand has always positioned itself as a champion of female fitness and donates 5% of all sales directly to projects that support womens’ and girls’ sport. Sexton has also previously held non-executive roles for the Sport & Recreation Alliance and England Netball. 

Sexton told Drapers that running pop up shops at sporting events around the UK had given her the confidence to take the leap into retail. ”When people see and particularly touch and feel our products, they invariably buy them,” she said. ”Also as a new brand in a market that’s very cluttered, as activewear is at the moment … it’s very difficult to create a niche for yourself. I think having a retail outlet will help spread the word and hopefully feed back into online sales as well.”

Depending on the success of the Bath store, Sexton does have plans to open more shops in the future. ”Bath is the easiest one for us because we’re based nearby in Shepton Mallet so in terms of staffing and replenishing [stock] we can make that work,” she added. ”But I think [future openings are] going to be dependent on finding that unique spot. We were really lucky to find this shop in Milsom Place, it just felt right.”

The Milsom Place site was once home to Jamie’s Deli until the business closed in February 2018. Jamie’s Italian, which was situated opposite, also closed.

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