In a trial move, John Lewis is giving third-party retailers access to its click & collect network. The first one is pure player Boden, a fashion site founded as a mail order company in 1991. Online shoppers who order by 7pm can now pick up their Boden orders at 30 branches of Waitrose on the next working day. Nine of those branches are in the Greater London area. John Lewis' click and collect service launched in 2008, and enables shoppers to pick up their online orders at branches of John Lewis and Waitrose. Currently, 57% of all John Lewis online orders are delivered through in-store pick-up: 25% are picked up at a John Lewis shop and 75% at a branch of Waitrose. By opening up its services to other retailers' customers, John Lewis expects to attract new customers into its stores.