Boden has opened its first-ever US store as the British fashion brand steps up its international retail plans.<\/p>\n
The 2,000 sq ft site at Avalon in Alpharetta, Georgia, marks a major milestone in the company\u2019s<\/a> long-term growth strategy in the States.<\/p>\n The store carries monthly edits of womenswear, with the launch assortment centred on partywear, knitwear, tailoring and statement outerwear.<\/p>\n The British fashion retailer said the space has been designed to showcase the brand\u2019s colourful British aesthetic, featuring a bespoke chandelier created with Richard Taylor Designs and a gallery-style wall curated by founder Johnnie Boden.<\/p>\n Playful design details run throughout, including custom wallpaper in the fitting rooms, archival photography and in-store playlists selected by Johnnie Boden.<\/p>\n For the festive period, the store is dressed with Christmas trees decorated with handmade Cornishware baubles and seasonal wreaths by local florist Anik Collective.<\/p>\n The brand, which now has 1.7 million active customers globally and a strong digital presence in the US since 2002, said the store will help deepen local engagement in one of its most important international markets.<\/p>\n \u201cWe\u2019re thrilled to be opening our first US store at Avalon,\u201d said\u202fBoden chief commercial officer Katherine Danneberg.<\/p>\n \u201cThe 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\u202fcouldn\u2019t\u202fthink of a better home than Alpharetta for this exciting new chapter.\u201d<\/p>\n In 2024, the brand returned to profit<\/a> following a turbulent few years which saw heavy losses and founder Boden vow to revive the business after admitting he had been a \u201cnitwit\u201d<\/a>.<\/p>\n