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British clothing brand Boden has arrived in Atlanta just as consumers are splashing out on gifts and trading scrolling for strolling when it comes to holiday shopping.
Boden opened its first U.S. store at the Avalon shopping center in Alpharetta, parking a pink-and-green double-decker bus in front of the 2,000-square-foot location to mark the lighting of Avalon on Nov. 23.
(British consulate officials were dutifully on hand to take photos and stand under a sign reminding passengers to “form an orderly queue.”)
Inside is a celebration of British design and creativity, featuring a curated selection of work by British artists and a chandelier created by Richard Taylor Designs and handmade in Italy.
Boden designs all of its clothing in-house with a playful, colorful aesthetic that is even reflected its fitting rooms’ bespoke wallpaper. Nearby, couches are bedecked in Boden’s signature stripes, mirroring the store’s whimsical exterior awning.
Founded in 1991 by Johnnie Boden at his kitchen table, the brand entered the U.S. through catalog sales in 2002, subsequently building a loyal following online. Now, Boden counts 1.7 million active customers around the world.
Showcasing the brand here in real life seemed like the best next step to continue Boden’s success in the U.S., said Katherine Danneberg, chief commercial officer, in a news release.
“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 store is located at 5165 Avalon Boulevard between Reformation and Chanel — if lost, the brand says to look for the “stripey, colorful, quintessentially British one.”
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