Alpharetta, Ga. (November 21, 2025) – British clothing brand Boden opened its first-ever store in the United States on November 21 at mixed-use destination Avalon in Alpharetta, Georgia. The 2,000-square-foot retail space, located at 5165 Avalon Boulevard, marks a key milestone in the brand’s continued US growth strategy.
The store stocks monthly edits of Boden womenswear, and November kicks off with an edit of partywear, festive knitwear, tailoring, and statement coats, offering a joyful introduction to the brand’s signature British style.
Designed to reflect the brand's playful and creative spirit, the new store blends colour and wit with the quality craftsmanship that Boden's customer knows and loves. A bespoke chandelier, commissioned in partnership with British design house Richard Taylor Designs and handcrafted in Italy, lights the space with a gallery-style exhibition featuring iconic British figures personally chosen by Founder and Chief Creative Officer, Johnnie Boden. Illustrations by British artist Charlotte Farmer can also be seen throughout the space. Farmer’s illustration of Boden through the ages will greet guests as they enter the store, charting Boden’s rise from a mail-order startup 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 curated playlists by Johnnie Boden create an inviting, joyful atmosphere for excited shoppers. To capture the spirit of the holiday season, the store will showcase Christmas trees decorated with handmade striped baubles from British pottery brand Cornishware and seasonal wreaths crafted by talented local florist Anik Collective.
The vintage Boden Routemaster bus will also make an appearance at The Lighting of Avalon on Sunday 23rd November.
Founded in 1991 by Johnnie Boden, the retailer is now the second largest British premium clothing brand in the US, with 1.9 million active customers worldwide. Loved for its distinctive use of colour, meticulous attention to detail, and vintage-inspired prints, every piece is designed in-house by Boden’s London-based creative team.
“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.”
Since launching digitally in the US in 2002, Boden has built a strong and loyal American following. The Avalon store marks the next step in the brand’s journey, bringing the Boden experience to life in person and deepening relationships within its vibrant, regional communities.
"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,” said Adam Schwegman, Head of Retail Leasing at Jamestown. “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.
Boden, 5165 Avalon Blvd, Alpharetta, GA 30009, United States
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About Boden
Boden is a British online clothing retailer that creates uplifting clothes for those who are determined to make the most of everything life has to offer. Founder and Creative Director Johnnie Boden, who was awarded a CBE in 2023 for services to the Fashion and Retail Sector, launched the brand in 1991 with a mail-order catalogue that championed the mood-enhancing power of colour. Three decades of the business has attracted a global following – particularly in the UK, US, Germany, Austria, France and Australia – with over 1.9 million active womenswear and childrenswear customers worldwide. Boden is stocked in Nordstrom department stores in the US and its first standalone US Boden store in Atlanta, Georgia which opened in November 2025.
About Avalon
Avalon is a new experience in the timeless art of living well. In the heart of Alpharetta, a suburb north of Atlanta, this sustainably designed, 86-acre community 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. Avalon infuses resort-level hospitality throughout a walkable, seamlessly connected community of shopping, dining, entertainment, living, and working. It’s more than just another place to go, it’s a place to be — a hub of activity that delivers the luxury of the modern South. At 2.4 million square feet, Avalon has disrupted the industry, defining a new standard for retail-driven mixed-use development. For more information, visit experienceavalon.com.
