British Style Lands at Avalon
Boden has finally touched down in America. After all, the much-loved British label, long a favourite among US shoppers online, has opened its first standalone store at Avalon in Alpharetta, Georgia. The 2,000sqft space on Avalon Boulevard marks a confident step in the brand’s growing presence in the States.
The shop opens with a considered edit of party pieces, tailored separates, festive knitwear, and smart outerwear that are perfect for the festive season; expect plenty of color, charm, and quietly witty British style that Boden has championed for more than 30 years.
Inside, the store captures the brand’s playful spirit with a dose of craftsmanship. A custom chandelier created with Richard Taylor Designs and handmade in Italy sets the tone, while a gallery of iconic British figures selected by founder and Chief Creative Officer Johnnie Boden brings a touch of personality. There are also illustrations by Charlotte Farmer that appear throughout, including a timeline that charts Boden’s journey from a small mail-order venture in 1991 to a global name in British fashion.
The fitting rooms are lined with bespoke Boden wallpaper made from a collage of archival and recent photography. Color and print run through the space, and even the playlist has been curated by Johnnie Boden. For the festive season, the store is dressed with Christmas trees adorned with handmade Cornishware baubles and seasonal wreaths created by local florist Anik Collective.
Launch week comes with a series of gatherings, from an early look for local media and creators to a VIP shopping evening with drinks served from the vintage Boden Routemaster bus. The bus will also make an appearance at the Lighting of Avalon on 23 November.
Founded by Johnnie Boden in 1991, the brand is now the second largest British premium clothing label in the US, with 1.9 million active customers worldwide. Boden’s in-house London design team is known for rich colour, crisp detailing, and prints with a touch of nostalgia.
“We’re thrilled to be opening our first US store at Avalon,” said Katherine Danneberg, Chief Commercial Officer of Boden. “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’s digital presence in the US began in 2002, and the new store gives the relationship a welcome physical anchor. As Adam Schwegman, Head of Retail Leasing at Jamestown, put it: “Introducing highly sought-after brands to the community is an important part of what makes Avalon so special, and welcoming Boden’s first US store is an amazing milestone for our team. Boden’s signature style and loyal following make it a natural fit, and we’re thrilled to give guests the opportunity to shop the brand in person.”
Address: Boden, 5165 Avalon Blvd, Alpharetta, GA 30009
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