Boden opens first-ever US store amid rising demand

British womenswear and childrenswear brand Boden has today opened its first-ever US store at mixed-use development Avalon, located in Alpharetta, Georgia.

The 2,000 sq ft store at 5165 Avalon Boulevard is described as “a key milestone in the brand’s continued US growth strategy”.

It will sell monthly edits of Boden womenswear, kicking off with an edit of partywear, festive knitwear, tailoring and statement coats.

Designed to reflect the brand's playful and creative spirit, the store blends colour with quality craftmanship, including a bespoke chandelier commissioned in partnership with British design house, Richard Taylor Designs, handcrafted in Italy.

It will light the space with a gallery-style exhibition featuring iconic British figures personally chosen by Boden founder and Chief Creative Officer, Johnnie Boden.

Illustrations by British artist Charlotte Farmer can be seen throughout the store, including her illustration of Boden through the ages - charting Boden’s rise from a mail order start-up in 1991 to a globally recognised name in British fashion.

The fitting rooms feature bespoke Boden wallpaper crafted from a collage of archival and recent brand photography. Colour and print are celebrated throughout the interior and bespoke playlists curated by Johnnie Boden “create an inviting, joyful atmosphere” for shoppers.

To capture the spirit of the holiday season, the store will be decorated with Christmas trees featuring handmade striped baubles by British pottery brand Cornishware, and seasonal wreaths by talented local florist, Anik Collective.

Since launching digitally in the US in 2002, Boden has built a strong and loyal American following.

Katherine Danneberg, Chief Commercial Officer of Boden, said: “We’re thrilled to be opening our first US store at Avalon. The American customer has embraced Boden with such warmth and enthusiasm over the years, so it feels like the right moment to bring our brand to life in a physical space. We couldn’t think of a better home than Alpharetta for this exciting new chapter.”

Boden will host a series of celebrations throughout launch week, beginning with an exclusive local media and creator event offering guests a first look inside the store.

Additionally, a VIP customer shopping evening - complete with festive refreshments served from the vintage Boden Routemaster bus - will also make an appearance at the ‘Lighting of Avalon’ on Sunday 23 November.

The new US store adds to Boden’s London flagship at Duke of York Square, 23 King’s Road in Chelsea, as well as its concessions in John Lewis stores including on Oxford Street, in Cambridge, Cheadle and Glasgow.