Boden, a British fashion retailer, has officially opened its first brick-and-mortar store in the U.S. Today, November 21, the brand debuted in Avalon in Alpharetta. The 2,000-square-foot space brings Boden’s colorful, signature womenswear to shoppers across Metro Atlanta. The milestone is achieved after over 20 years of online expansion in the U.S., where Boden has managed to create a robust and dedicated customer base.
Boden’s First U.S. Store Opens in Alpharetta: A New Era for British Fashion
The debut of Boden marks a major step in the brand’s U.S. growth strategy. Located at 5165 Avalon Boulevard, the store has kicked off with partywear, festive knitwear, tailoring, and statement coats to provide an energetic introduction to the British style.
“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.”
The company founded by Johnnie Boden started its journey in the U.S. through e-commerce in the year 2002. The new store gives the brand a chance to connect directly with local shoppers and introduce its signature British style to the neighborhood.
Unique Store Design and Experience
Designed to reflect the energetic and creative nature of the brand, the new store combines a bright color palette, playful elements, and the refined craftsmanship Boden is known for.
The space is anchored by a custom chandelier designed by British firm Richard Taylor Designs and handcrafted in Italy, and includes a gallery-like display of great British personalities chosen by Founder and Chief Creative Officer, Johnnie Boden.
Illustrations by British artist Charlotte Farmer appear throughout the store, including a standout piece at the entrance that traces the company’s evolution from its 1991 mail-order beginnings to its status as a globally recognized fashion brand.
The fitting rooms feature bespoke Boden wallpaper made from a collage of vintage and modern imagery, continuing the store’s color-forward theme. Curated playlists from Johnnie Boden add to the welcoming atmosphere.
For the holiday season, the store will showcase Christmas trees decorated with handmade striped baubles from British pottery brand Cornishware and wreaths made by a local florist, Anik Collective.
Boden’s vintage Routemaster bus will also appear at The Lighting of Avalon on Sunday, November 23, 2025.
Founded in 1991, Boden has grown into one of the U.K.’s leading premium apparel brands with more than 1.9 million customers worldwide. Known for its vibrant colors, vintage-based prints, and high attention to detail, the brand designs all pieces in-house at its London studio. The Avalon store is the first freestanding U.S. outlet of the retailer and deepens its presence in a market that has been loyal to the brand.
Avalon, the 86-acre mixed-use destination in the heart of Alpharetta, offers a walkable lineup of retail, dining, entertainment, office, and residential options.
