Australian label Princess Polly opens its first physical store in the US

(Source: pollyboutique/Facebook)

Australian fast-fashion brand Princess Polly has expanded in the US opening a flagship store in Los Angeles.

Established in 2005 by husband-and-wife team Wez and Eirin Bryett, the Gold Coast brand sells on-trend women’s clothing for predominantly Gen Z consumers. Since its entry online in 2019, the company says US sales have made up the majority of its revenue.

The new LA store spans 3370sqm and is located at the Westfield Century City shopping centre stocking 200 ‘on-trend styles’.

Alexandria Collis, the brand’s senior director of operations, said: “We decided on Los Angeles because it is a major city and a trend-driven city.”

The company says physical retail expansion is its new business strategy and follows its decision earlier this year when it signed a deal with PacSun to stock its merchandise in-store and online.

“PacSun is our first wholesale partner, and we are thrilled to be working with them,” said Collis. He added the brand is going to “listen” to its customers and scale operations accordingly.

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