Alpharetta, Ga. — British fashion brand Boden is opening its first brick-and-mortar store in the United States, marking a key milestone in the brand’s U.S. growth strategy. Located within Avalon, in Alpharetta, Ga., the 2,000-square-foot retail space will open in mid-November 2025.
The in-store design includes a gallery-style exhibition of hand-selected work curated by British artists, alongside the brand’s signature use of stripes and color in joyful, unexpected combinations and details throughout the interior. Bespoke Boden wallpaper visually illustrating the brand’s heritage, inspiration and British wit will wrap the fitting rooms, creating a visually impactful and welcoming space for customers to experience the Boden brand in person. The store will also play host to various events and community-building activations for locals.
Founded in 1991 by Johnnie Boden, the clothing retailer is the second largest British premium clothing brand in the U.S. (previous U.S. sales were inside Nordstrom stores as well as online).
“We’re thrilled to be opening our first U.S. store at Avalon,” says 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.”
Since launching its U.S. footprint digitally in 2002, Boden has grown a strong American following and highly engaged customer base, with the Avalon store marking the retailer’s next phase, as it brings the brand to life physically in the U.S. market for the first time.
“We’re honored that Boden will debut its first store stateside at Avalon. This vibrant brand really complements our leasing vision for the property and is a huge testament to the destination we’ve worked hard to create over the past decade,” says Adam Schwegman, head of retail leasing at Jamestown. “There’s something special about shopping in person and getting to know a brand in real life versus through its catalogue or digital footprint. We’re excited to offer that experience with Boden to the North Atlanta community.”
Boden is a British online clothing retailer first launched in 1991. Three decades on, the business has attracted a global following — particularly in the UK, U.S., Germany, Austria, France and Australia — with over 1.7 million active womenswear and childrenswear customers worldwide. Boden is stocked in Nordstrom department stores in the U.S. and is planning to open its first standalone U.S. Boden store just north of Atlanta in November 2025.
Avalon is a sustainably designed, 2.4 million-square-foot development that features more than 500,000 square feet of retail, a 12-screen all premium theater, conference center and full-service hotel, Class A office, single-family residences and luxury rental homes. For more information, visit www.experienceavalon.com.
SOURCE: Jamestown