Australian-born online fashion brand Petal & Pup has launched its summer collection at a pop-up activation in Bondi Beach.
This comes hot on the heels of Princess Polly’s store opening in Westfield Bondi Junction, another Australian born brand that is a sister subsidiary to Petal & Pup under US company A.K.A. Brands. The US company also manages Culture Kings.
Petal & Pup’s Bondi activation, titled ‘Passport to Summer’ was created in partnership with Curious Nation. It housed the brand’s summer collection alongside a personalised colour analysis that connected visitors to colourways that match their skin tone via a QR code.
The pop-up also housed a photobooth and offered an exclusive giveaway to win a Petal & Pup summer wardrobe.
On arrival, guests checked in with an email address to create a passport and then visited the colour analysis station to receive their individual colour results and a discount code to shop their curated collection online.
The experience also included a PR launch event at Glory Days – a cafe nearby – attended by influencers and media, including Ragtrader.
According to Petal & Pup, the pop-up drove brand awareness and captured audience data to expand the brand’s marketing database and deepen engagement with new local customers.
The Australian-born label, which has since been scaling in the United States, is continuing to grow its US presence through brick-and-mortar wholesale retail partnerships, including select Nordstrom locations, which matches local online partnerships with the likes of The Iconic.
“As a digital-first brand, we’re always looking for creative ways to connect with our customers beyond the screen,” Petal & Pup president Victoria Perry said. “This experience brought the essence of Petal & Pup to life in a fun, interactive setting. It celebrated the start of summer, encouraging self-expression and giving women the confidence to feel their best.”
Curious Nation managing partner Stephanie Babin added that Petal & Pup is a strong digital brand. She said the firm’s goal was to bring its digital strength into the real world.
“‘Passport to Summer’ captures the joy of discovering your next favourite outfit while celebrating everything we love about the season, colour, confidence and connection,” Babin said.
“Launching it at Bondi, with such a strong experiential and data-driven focus, was the perfect way to introduce the brand to a wider audience.”