EXCLUSIVE: Q&A with co-CEO of Gen Z fave Princess Polly
Digitally-native Princess Polly is expanding her reach.
Founded in Australia in 2010 as a trendy, affordable young women’s clothing brand by husband-and-wife team Wez and Eirin Bryett, who currently serve as co-CEOs, the company opened its first physical store in 2023, at Westfield Century City in Los Angeles. Princess Polly recently announced plans to open four additional West Coast stores — at malls in Scottsdale, Ariz.; Santa Clara, Calif.; Irvine, Calif. and San Diego — in the back half of 2024 as well as one in Boston.
The stores will feature more than 250 Princess Polly apparel items and some 200 accessories and footwear styles, with clothing prices starting at about $24. The outposts will also host exclusive influencer events showcasing the latest fashions, along with customer-focused events designed to grow the brand’s connection with its new communities beyond the digital world.
Chain Store Age spoke with Princess Polly co-CEO Eirin Bryett about the brand's positioning in the marketplace and its plans for expansion.
Physical retail is a new business strategy for Princess Polly. What made the brand decide to take the plunge?
Physical retail is a new business strategy for Princess Polly. What made the brand decide to take the plunge?
Our expansion into physical retail was in direct response to the demand of our customers. While our online presence continues to grow, we also recognize the desire for in-person Princess Polly experiences.
The excitement from our U.S. customers since the opening of our Century City store in Los Angeles has reinforced our decision to move into the physical retail space. Being accessible in-store not only enhances our existing customers' experience, but introduces Princess Polly to new audiences who can now discover and engage with our trend driven styles for the first time in person.
How does Princess Polly stand out in what is a very competitive marketplace segment?
Princess Polly is committed to bringing the latest looks and viral styles to everyday trendsetters, both online and in-person. Not only can our customers access their most wanted looks for the weekend, but they can get them fast, and with an unmatched customer experience.
Our physical retail store is also a reflection of what our customers know and love about the Princess Polly brand online. We are known for our iconic social media presence and [with physical stores] our customers can experience in-person what they've been watching through their screens all this time.
What is the real estate strategy?
The strategy is to meet our customers where they already are, providing a mix of locations in key regions that are easily accessible, convenient and appealing to our target audience. The retail shopping experience should be as seamless as online so it makes sense to be available in shopping locations customers would already regularly visit.
Will the new stores reflect the LA location in their overall look and ambience?
The new Princess Polly stores will reflect aspects of the Century City location and we're eager to further enhance the store experience with our upcoming locations. We'll be integrating more elements of our brand identity into our new stores with the goal of creating an engaging and interactive space that our customers will want to visit regularly. We're excited to provide our customers with unique and memorable experiences.
What have been the biggest takeaways from your first store?
One of the biggest takeaways has been how much creating our social content in-store really engages our online audience. We've found that sharing authentic, behind-the-scenes moments, customer interactions, and in-store product demos really boosts our online engagement. It makes our online followers feel more connected and involved with our brand. This approach has not only grown our social media presence but also brought more people into the store, creating a great cycle of engagement and growth.
Does the brand have long-term expansion plans in the U.S.? Will it be opening stores in global markets?
We have ambitious long-term expansion plans both in the U.S. and internationally. We're in the process of finalizing new locations in the U.S. for 2025 and are very excited to reveal these when the time comes.
Although our current expansion strategy is U.S. focused, we also have plans in Australia. This is part of our broader vision to make Princess Polly more accessible to our global customer base.
