Boden has opened its first-ever US store as the British fashion brand steps up its international retail plans.

The 2,000 sq ft site at Avalon in Alpharetta, Georgia, marks a major milestone in the company’s long-term growth strategy in the States.

The store carries monthly edits of womenswear, with the launch assortment centred on partywear, knitwear, tailoring and statement outerwear.

The British fashion retailer said the space has been designed to showcase the brand’s colourful British aesthetic, featuring a bespoke chandelier created with Richard Taylor Designs and a gallery-style wall curated by founder Johnnie Boden.

Playful design details run throughout, including custom wallpaper in the fitting rooms, archival photography and in-store playlists selected by Johnnie Boden.

For the festive period, the store is dressed with Christmas trees decorated with handmade Cornishware baubles and seasonal wreaths by local florist Anik Collective.

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.

“We’re thrilled to be opening our first US store at Avalon,” said Boden chief commercial officer Katherine Danneberg.

“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.”

In 2024, the brand returned to profit following a turbulent few years which saw heavy losses and founder Boden vow to revive the business after admitting he had been a “nitwit”.

Click here to sign up to Retail Gazette‘s free daily email newsletter