Quintessentially British brand Boden is already popular with American consumers so it may come as a surprise that 23 years after launching there digitally, it’s only now opening in the US with a standalone physical presence.

The company’s very first US store has just opened at Avalon in Alpharetta, Georgia, with the grand opening of the 2,000-square-foot retail space at 5165 Avalon Boulevard marking “a key milestone in the brand’s continued US growth strategy”.  

The store stocks monthly edits of its womenswear and the debut this month kicks off with an edit of partywear, festive knitwear, tailoring, and statement coats.  

As well as the collections, the store interior features a  bespoke  chandelier, commissioned in partnership with British design house  Richard  Taylor Designs  and  handmade in Italy. There’s also 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 be seen throughout and Farmer’s illustration of Boden through the ages will greet shoppers as they enter the store,  charting  the brand’s  rise from a mail-order startup in 1991 to a globally known name.  

Meanwhile the fitting rooms  feature  bespoke  Boden wallpaper made from  a collage of  archival and recent  brand  photography and for the festive season, the store will be  decorated  with Christmas trees  carrying  handmade  striped baubles  by British pottery brand  Cornishware  and  seasonal  wreaths by talented local florist Anik Collective.  

Launch week will see a series of celebrations, starting with a local media and creator event  offering  guests a first look inside the  store. There will also be a  VIP customer  shopping evening complete with festive refreshments served from the vintage Boden  Routemaster  bus  on 23 November.   

The company’s commercial chief Katherine Danneberg said that 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”.

As mentioned, Boden first debuted in the US with a digital presence back in 2002 and it says it’s now “the second-largest British premium clothing brand” in the country. Overall, it has 1.7 million active customers worldwide.