The Australian-born, digitally-native brand Princess Polly, part of A.K.A. Brands Holding Corp., has made its debut in the Big Apple.
Its new flagship has opened in Manhattan’s SoHo neighbourhood. Catering to Gen Z with affordable and on-trend fashions, the new Princess Polly store is home to more than 5,000 units of apparel, footwear and accessories.
The two-level 7,809sq 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 US stores in 2025, which will give it a total of 13 overall.
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 US store in 2023 at Westfield Century City in Los Angeles.
“Expanding our physical presence has been a key priority and SoHo provides the ideal setting to connect with our US 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.”
