Fashion brand Princess Polly has just opened its first store in Australia, 15 years after being founded as a pureplay online brand on the Gold Coast.
The brand’s first retail location in Australia is at Westfield Bondi Junction, and opened on Monday, November 17.
This follows 12 store openings by the brand in the United States since shifting out of purplay in 2023. The rollout is powered by its US-based owner A.K.A. Brands – the parent company of two other Australian-born brands, Petal & Pup and Culture Kings.
A.K.A Brands acquired Princess Polly in 2018, Petal & Pup in 2019 and Culture Kings in 2021. The group then listed on the New York Stock Exchange in late 2021.
The majority of the Princess Polly stores in the US are around 380 to 450 square metres.
Princess Polly opened doors at Westfield Bondi on Level 2 near Myer. The first Australian store will feature large LED screens, selfie mirrors and 16 fitting rooms.
Approximately 60 per cent of the product assortment will refresh monthly, with around 50 new styles arriving weekly.
“Australia is where Princess Polly began, so opening our flagship at Westfield Bondi is an incredibly proud moment for our team,” Princess Polly chief merchandise officer Courtney Dres said. “We’ve seen amazing success with our US retail expansion, and we’re beyond excited to bring that immersive, content-driven experience home.
“Our Westfield Bondi store embodies everything our community loves about Princess Polly - trend-driven fashion, innovation, and a space designed to be as dynamic and social as our customers.”
Westfield Bondi Junction centre manager Luke Caleo said the shopping complex’s customers are more digitally connected than ever and want to keep pace with global trends via the latest and best retail experiences.
“The buzz around Princess Polly’s arrival to our destination has been incredible, especially among our younger customers, and we’re very excited to welcome everyone to celebrate with us in the coming weeks,” Caleo said.
To mark the opening, Princess Polly will host an exclusive customer event on November 22. The in-store celebration will feature a live DJ, roaming food and drink and giveaways.
The first 100 visitors will receive an exclusive Princess Polly hoodie, while the first 300 visitors will get an instant-win scratch card with prizes including a $1,000 wardrobe, mystery gifts, discounts up to $100 off, and a Dash & Grab prize where customers can grab anything they want in 60 seconds, for free. Every scratch card wins.