New Clothing Store To Open in Avalon

By John Hollis (Patch Staff)

ALPHARETTA, GA – Fashion e-commerce and brick & mortar retailer South Moon Under has announced its first southern U.S. expansion with new locations soon to open in Atlanta’s Ponce City Market and Avalon shopping center in Alpharetta.

The expansion is the company’s first since the majority stake purchase by JPB Capital Partners and its furthest beyond its 24 existing East Coast and Mid-Atlantic regional locations. The metro Atlanta openings will also be where South Moon Under will introduce a new interior store design inspired by the brand’s beachside beginnings.

“It is always exciting to watch the potential of a brand you believe in be realized,” CEO Michael Smith said in a statement. “Atlanta’s thriving economy, culture and warm climate make it the perfect fit for South Moon Under’s beachwear roots. We look forward to introducing our hand-picked, ever-evolving assortment of clothing, swimwear, accessories and beauty products, along with our unique customer service experience to the greater Atlanta market.”

South Moon has further expansion plans for Atlanta, with an additional store slated to open this fall at the Shops Around Lenox. It will be the first Georgia location to carry menswear, according to a company release.

South Moon is best known for carrying a seasonal array of trendy fashion items at varying prices. Brands available in-store and on-line include Rebecca Minkoff, Jeffrey Campbell, J Brand, House of Harlow, Rag & Bone, Free People, Sam Edelman, Blank NYC, Kendra Scott, Anna Beck, L*Space, Billabong and others.

South Moon Under originated as a small surf shack in the summer of 1968 before evolving into the upscale casual clothing retailer that it is today.

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