Australia’s Princess Polly in U.S. store debut at Westfield Century City

Princess Polly is expanding her kingdom.

A Gen Z favorite, the Australian, digitally native  fashion brand has opened its first U.S. brick-and-mortar location, at Westfield Century City in Los Angeles. The 3,370-sq.-ft. store will feature approximately 200 on-trend items at any given time and offers an immersive and interactive experience. 

Princess Polly was founded in Australia in 2010 as a trendy, affordable women’s clothing brand by husband-and-wife team Wez and Eirin Bryett, who currently serves as co-CEOs.  They sold majority interest in the company in 2018. It is now part of A.k.a. Brands (created by private equity firm Summit Partners), whose portfolio also includes mnml, Petal & Pup, and Culture Kings, which opened its first U.S. store earlier this year.

The new Princess Polly store has a  contemporary look, with digital displays, a stylish media wall. and personalized product recommendations. The space was  designed to engage shoppers while also serving as a marketing and content engine. 

Social media and mentions by influencers have fueled Princess Polly’s growth in the U.S., where sales now make up the bulk of its revenue. Bringing to life the sense of community that Princess Polly has grown, the store will host special events such as product launches, meet-and-greets with influencers and styling workshops.

"Opening our first store in the U.S. is a monumental milestone for Princess Polly,” said Bryett. "We’re confident the brand will thrive as a physical retailer and we look forward to seeing its growth potential come to fruition. Based on feedback from our loyal customers, Los Angeles is the ideal first location to establish our retail footprint in the U.S.”

Social media and mentions by influencers have fuled Princess Polly’s growth in the U.S., where sales now make up the bulk of its revenue.

“Consumers in the U.S. will be able to explore and try on Princess Polly’s high-quality styles in person before purchasing for the first time, and we’re confident that the store will allow Princess Polly to forge deeper connections with existing and new customers,” said Ciaran Long, interim CEO of a.k.a. Brands.  “I look forward to watching the brand expand its retail footprint within the U.S. and in new markets across the globe.”

"It is a huge honor to be the home of Princess Polly's first retail store in the United States," said Louis Schillace, senior general manager for Westfield Century City. "As Los Angeles' premier shopping destination, we are ecstatic to bring the popular online fashion boutique to the center and are positive that our customers are going to feel as excited about this partnership as we do."

In March, Princess Polly made its first foray into wholesale via a partnership with Pacsun. The retailer is offering a selection of the brand’s  best-selling apparel in dedicated areas at select stores nationwide.