Boden has opened its first standalone store in the US this week, marking a key milestone in the clothing brand’s continued expansion in the States.
The retailer said its new 2,000 sq ft retail outlet at 5165 Avalon Boulevard, Alpharetta, Georgia, stocks monthly edits of its womenswear ranges.
Consumers will be able to shop from a curated collection of partywear, festive knitwear, tailoring and statement coats.
Boden said the store marks the “next step” in its journey after launching digitally in the US in 2002.
It said the store has been designed to reflect its playful and creative spirit, with a bespoke chandelier and a gallery-style exhibition featuring iconic British figures personally chosen by founder and chief creative officer Johnnie Boden.
The retailer has also partnered with British artist Charlotte Farmer to create illustrations of Boden through the ages, charting the brand’s rise from a mail-order startup in 1991 to the established name in fashion it is today.
The store’s fitting rooms have been designed with bespoke Boden wallpaper crafted from a collage of archival and recent brand photography.
Boden chief commercial officer Katherine Danneberg said: “We’re thrilled to be opening our first US 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. We couldn’t think of a better home than Alpharetta for this exciting new chapter.”
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