Retail chain expands into Georgia with Ponce City Market, more stores

South Moon Under is expanding into the Georgia market with a new store opening at Ponce City Market.

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South Moon Under is expanding into the Georgia market with a new store opening at Ponce City Market.

A fashion retail chain is expanding into the Georgia market with a new store opening at Ponce City Market next week.

South Moon Under, which has 24 regional locations across Connecticut, Delaware, Pennsylvania, Maryland, New Jersey and Virginia, is slated to open in Alpharetta's Avalon in mid-April.

Not stopping there, the store also plans to open at the Shops Around Lenox in the fall, with the first Georgia location to carry menswear.

The 2,900-square-foot Ponce City Market store will open April 6 at 10 a.m., and the first 50 guests will receive "mystery gift card prizes." On April 8, it will host an Ashley Brooke Designs trunk show with 20 percent off all trunk show items, a free gift with purchase and, for the first 50 attendees, a free "Sweet Georgia" print by the designer.

The company began as a small surf shack in the summer of 1968, according to a news release. The expansion is from the founder of retail chain White House/Black Market, with stores carrying brands such as Jeffrey Campbell, Rag & Bone, Free People, Billabong and its namesake label.

Outside of Georgia, the chain plans to open 20 new stores — in states including Florida, Alabama, North Carolina, South Carolina and parts of the mid-west — by 2019.

South Moon Under at Ponce City Market will be located in the North Avenue building near Sephora and Core Yoga.