DTC décor and bedding brand opens showroom in Atlanta

Located in the Westside Provisions District, it's the brand's first of two planned stores in the greater Atlanta area.

SUMMIT, N.J. — Direct-to-consumer luxury home décor and bedding brand Boll & Branch opened its first Georgia location in Atlanta on Sept. 21.

The showroom is located at 1100 Howell Mill Road, space A04, in the Westside Provisions District, an area known for its luxury experiences with a curated collection of boutique retailers, fine dining destinations and upscale residences.

It’s the first of two planned Georgia locations for the Summit, N.J.-based brand, as another is in the works for Marietta, Ga. It joins showrooms in Houston; Dallas; Greenwich, Conn.; Short Hills, N.J.; Shrewsbury, N.J.; and Boca Raton, Fla., and at select Nordstrom and Bloomingdale’s boutiques in addition to its online presence.

Atlanta, and Georgia in general, has been one of the brand’s top locations for e-commerce sales for some time, making it an easy decision to place a store there.

“As we expand into Atlanta with two new locations, we’re excited to engage with our customers in fresh, innovative ways,” said Scott Tannen, founder and CEO of Boll & Branch. “Our Atlanta-area customers are among our most loyal and passionate, making this the perfect opportunity to welcome them in person. They can explore our collections, receive inspiration from our design experts and experience personalized events.”

The brand was influenced by the experiential nature of the Westside Provisions District and sought to capture the warmth and sophistication of the local Atlanta community for its first store.

“We’re thrilled to debut our latest large-format store concept in an area with a dedicated customer base,” Scott said. “The store’s design and product selection are tailored to the community, offering fresh opportunities for customers to engage with the brand. Our tactile ‘feel wall’ showcases our various fabric options, while displays highlight our Signature 100% organic cotton and other raw materials. Through this space, we aim to elevate our brand story and maintain our commitment to delivering exceptional products and services.”

The showroom features Boll & Branch’s Complimentary Design Consultation services. Customers can schedule one-on-one styling sessions with a team member, explore products in-person during a private walkthrough of the latest collections, and receive a personalized design plan complete with swatches and product recommendations. Boll & Branch’s unique Home Install service sends a team member to set up purchased bedding in the customer’s home and offer additional design suggestions to further enhance their space.