Colorful U.K. apparel brand Boden has opened its first store in the U.S.
Boden
U.K. apparel brand Boden has opened its first store in the U.S., located at Avalon, Alpharetta, Georgia.
Already available in North America online and within Nordstrom stores, Boden described the opening of the 2,000-sq.ft retail space at 5165 Avalon Boulevard as a “key milestone” in the brand’s U.S. growth strategy.
Founded in 1991 by Johnnie Boden, the esoteric British retailer claims to be the second largest U.K. premium apparel brand in the U.S., with 1.7 million active customers worldwide and the initial store is, the company said, the first step in a planned rollout in selected cities across North America.
“We’re thrilled to be opening our first U.S. 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,” Boden Chief Commercial Officer Katherine Danneberg said.
Danneberg told Forbes.com: “The U.S. is now our fastest-growing market, representing nearly half of our global sales. Atlanta’s Avalon Centre offers a vibrant, family-oriented, fashion-forward shopping environment that mirrors our customer base. With strong momentum in U.S. womenswear and a rapidly growing customer community, now is the perfect moment to bring the brand to life through a physical space.”
Boden Looks To Long-Term
She said that with the Atlanta store Boden’s first step into U.S. retail, the company sees “meaningful long-term potential” in the market and added that Boden will assess performance and customer response before committing to a broader rollout.
“But our ambition is to establish a selective, high-impact store strategy in key cities,” she said, promising a store that will: “Deliver the full Boden brand experience — color, quality, and personalized service — in a space designed to be welcoming, modern and family-friendly.”
Danneberg added: “The U.S. is absolutely central to Boden’s global strategy. It is our biggest growth engine and has the potential to become the majority of our business over the medium term.”
The store blends color and craft, with a bespoke chandelier commissioned with British design house Richard Taylor Designs and handcrafted in Italy, illuminating a gallery-style exhibition featuring iconic British figures chosen by Founder and Chief Creative Officer, Johnnie Boden.
Illustrations by British Artist and long-term collaborator Charlotte Farmer feature throughout, while the fitting rooms feature bespoke Boden wallpaper crafted from a collage of archival and recent brand photography.
Half Boden Sales From U.S.
Since launching digitally in the US in 2002, Boden has built a strong American following and the U.S. now accounts for around half of globals stores, with the Avalon store marking a major step-up in its investment.
“Introducing highly sought-after brands to the community is an important part of what makes Avalon so special, and welcoming Boden’s first U.S. store is an amazing milestone for our team,” said Adam Schwegman, Head of Retail Leasing at Jamestown.
Founder and Creative Director Johnnie Boden launched the eponymous brand in 1991 with a mail-order catalog and its core markets include the U.S., U.K., Germany, Austria, France and Australia. Boden is already stocked in Nordstrom department stores in the U.S.
Boden’s first location at Avalon in Alpharetta is within an 86-acre community that includes more than 500,000-sq.-ft. of retail, a 12-screen all movie theater, conference center and hotel, offices, single-family residences, and rental homes.
Source: https://www.forbes.com/sites/markfaithfull/2025/11/21/boden-opens-first-us-solo-store-in-georgia-as-it-looks-for-growth/
