Photograph by Marquise Eppinger
Boden, the United Kingdom-based women’s and children’s brand, launched its first U.S. concept store this week at Avalon. While the brand has been in the U.S. via its online direct-to-consumer sales for many years, this is its first brick-and-mortar in the country.
“Atlanta is dead-on our customer,” says Katherine Danneberg, the Chief Commercial Officer of Boden. “I knew immediately this was the place, and that our customer was here.” That instinct was backed up by data, with Danneberg noting that they conducted extensive focus groups for current and target customers. “The customer acceptance here is much higher, versus someplace like Soho,” she says. It’s part of a strategy that could see Boden open up two to three additional stores in similar areas around the region over the next year or so.
Photograph by Marquise Eppinger
Photograph by Marquise Eppinger
The 2,000 square foot Avalon store will focus primarily on womenswear, highlighting a selection of the brand’s extensive offerings. Each month will see a refresh, in addition to core key items. During specific times of year, select “Mini Me” items from the brand’s popular Mini Boden line for children ages newborn to 14 years will also be offered, as will its popular swimwear.
Inside the store, the brand’s colorful whimsy and British roots are on display. “The grounding element of the store on the exterior and interior is our brand stripe; we’re known for our stripes,” says Danneberg. To bring European flair to the store, there is oak flooring, English cabinetry, and a chandelier designed in Britain and made in Italy by Richard Taylor Designs. The signature bright stripe is woven throughout, such as in the couches near the dressing room and bench cushions outside.
Photograph by Marquise Eppinger
Photograph by Marquise Eppinger
A custom wallpaper with quirky English elements envelops the dressing rooms, and founder Johnnie Boden hand-selected the artwork on display. Additional illustrations highlighting the brand’s milestone years by British artist Charlotte Farmer greet guests upon entry.
For the opening weekend, Boden had a 1969 double-decker bus reimagined and brought to Avalon. It also sports the brand’s signature stripes in pink and green, and everything inside has been reworked as the perfect place for photo opportunities. You can find throughout opening weekend, including at Avalon’s Tree Lighting on Sunday, November 23.
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