First Look: Princess Polly continues U.S. expansion with NYC flagship
Gen Z fave Princess Polly has made her debut in the Big Apple.
The Australian-born, digitally-native brand, part of A.K.A. Brands Holding Corp., has opened a flagship in Manhattan’s SoHo neighborhood. Catering to Gen Z with affordable and on-trend fashions, the new Princess Polly houses more than 5,000 units of apparel, footwear and accessories.
The two-level 7,809-sq.-ft. store is the company’s largest location to date and is key to the brand’s national expansion strategy. Princess Polly is opening seven U.S. stores in 2025, which will give it a total of 13 overall. (See locations at end of article.)
Designed with Princess Polly’s signature aesthetic in mind, the SoHo outpost features “Instagrammable” spaces, including a photo booth and large-scale LED screens highlighting the brand’s latest collections and campaigns. It also has 12 fitting rooms and a seating area where shoppers can relax.
Princess Polly was 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 U.S. store in 2023 at Westfield Century City in Los Angeles.
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Image credit: Princess Polly
“Expanding our physical presence has been a key priority, and SoHo provides the ideal setting to connect with our U.S. customers in a new and immersive way,” said Eirin Bryett. “We look forward to welcoming our community into this space and delivering an in-store experience that reflects the energy and innovation of our brand.”
In addition to the SoHo location, Princess Polly’s 2025 store lineup includes:
- Dadeland Mall, Kendall, Fla. (metro Miami area);
- Glendale Galleria, Glendale, Calif.;
- Easton Town Center, Columbus, Ohio;
- The Westchester, White Plains, N.Y.;
- Roosevelt Field, Garden City, N.Y.; and
- King of Prussia, King of Prussia, Pa.
The stores in Miami, Glendale and Columbus are expected to open in the first half of the year, with the remaining stores opening in the back half.