Princess Polly, the Australian digital-native apparel brand favored by Generation Z, will be debuting at least eight stores across the United States as part of its national expansion.
The company, part of San Francisco-based a.k.a. Brands Holding Corp., said it has signed leases for those locations and expects to announce additional stores throughout the year. Its target demographic is women who are part of Gen Z, those born between about 1997 and 2012, whose buying can be driven by social media and the pursuit of “Instagrammable” fashion.
Princess Polly is one of many retailers that started selling goods online and then began launching brick-and-mortar stores. E-commerce giant Amazon has had decidedly mixed results. But others, including Warby Parker and Untuckit, have enjoyed success.
“Bringing Princess Polly into physical retail allows us to connect with our customers in real life and deliver the on-trend fashion they love through an immersive, in-store experience.”
Princess Polly has been strategically expanding its U.S. retail footprint since opening its first store in 2023, and the latest wave of openings will bring the chain to Minnesota and Texas for the first time.
Princess Polly stores, offering trendy apparel, are scheduled to open throughout this year and 2027 at The Galleria in Houston, Texas; Mall at Millenia in Orlando, Florida; Southdale Center in Edina, Minnesota; Stonebriar Centre in Frisco, Texas; St. Johns Town Center in Jacksonville, Florida; The Mall at Green Hills in Nashville, Tennessee; SouthPark Mall in Charlotte, North Carolina; and Town Center in Boca Raton, Florida.
The chain debuted its first U.S. store at the Westfield Century City mall in Los Angeles and in 2024 unveiled plans for five more U.S. stores. Later that year, Princess Polly announced it would be opening its first New York store in Manhattan’s SoHo neighborhood.
Princess Polly rolled out its first Australian store at Bondi Beach last year, with additional expansion Down Under planned for this year.
“Since opening our first store in Los Angeles, the response to Princess Polly’s retail expansion has exceeded expectations,” Eirin Bryett, co-CEO of Princess Polly, said in a statement. “Bringing Princess Polly into physical retail allows us to connect with our customers in real life and deliver the on-trend fashion they love through an immersive, in-store experience.”