The site has been created by BeAddictive, which describes itself as a social loyalty platform, and will reward Boden customers with loyalty points for actions they take on the site that can be converted into "money-can’t-buy" gifts, such as lunch with founder Johnnie Boden.
BeAddictive will take a revenue share on advertising and a commission on the sales it generates. The company, founded six years ago by Darren Hurrell and Sarah Thomson – the founder of Thomson Intermedia – also produces analytics that will provide Boden with details of customer behaviour.
The site links with Facebook, Twitter and other social media platforms and aims to create a community of users in the UK and the US, where the brand has a presence.
In addition to shopping, visitors to the community hub will be able write blogs and reviews and share photos and videos.
Mark Batty, ecommerce manager at Boden, said: "We want to ensure our customers have the best online shopping experience, and allowing them to connect and chat, share recipes, gardening and style tips and review our products, will help build our community."
Darren Hurrell, joint chief executive of Addictive Interactive, which owns BeAddictive, said: "People are becoming less trustful of advertising and find user reviews more reliable.
"Our research shows that if they can view more about the reviewer and know whether or not they identify with that person, they will be more likely to respond to their review."
Last month, senior vice-president of as a non-executive board director.
Boden launched in 1991 and stocks clothes for adults, children and teenagers.