Aussie Fashion Retailer Plans More U.S. Stores

a.k.a. Brands Holding Corp. (San Francisco), a brand accelerator for next-generation fashion brands, has unveiled plans to debut five additional Princess Polly (Gold Coast, Australia) stores in the U.S. during the latter half of this year.

Those locales, the retailer said, will build upon the success of its first U.S. location, at Westfield Century City in Los Angeles. Each new store will offer more than 250 Princess Polly apparel looks, and over 200 accessories and footwear styles. The walls will bear selfie mirrors and colorful digital screens to bring the spaces to life and the stores also will host exclusive influencer events showcasing the latest trends and fashion.

Founded in 2010 by the husband-and-wife team Wez and Eirin Bryett, the company first ran a small store before going online only for several years. It was acquired in 2018 by a.k.a. Brands, whose portfolio also includes mnml, Petal & Pup and Culture Kings.

“Our U.S. customers have fully embraced our first Princess Polly store in Los Angeles, and we are excited to expand into new cities on the West and East coasts,” said Eirin Bryett, co-CEO of Princess Polly. “True to the Princess Polly identity, the new stores will feature fun and engaging displays, and countless must-have looks and styles, evoking an overall sense of boldness and excitement.”

The Gen Z brand will make its brick-and-mortar debuts in the following locales: Fashion Square, Scottsdale, Ariz.; Fashion Valley, San Diego; Newbury Street, Boston; Valley Fair in Santa Clara, Calif.; and Irvine Spectrum Center in Irvine, Calif.

Said Wez Bryett, co-CEO of Princess Polly, “… We view these store openings as an opportunity to introduce new customers to our in-person brand experience. The five new stores will give fans a chance to touch and feel our products and to physically interact with the brand they’ve come to love online.”