British clothing brand Boden chooses Avalon for its first U.S. store

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