Australian fashion label Princess Polly has opened its largest store to date in New York City, cementing its brick-and-mortar ambitions in the US.
The 7,809 sq ft space, located in Manhattan’s SoHo district, is a two-storey flagship and marks the brand’s first entry into the New York market.
The store offers more than 5,000 pieces spanning clothing, shoes and accessories and has been designed to reflect the brand’s youthful, digital-first identity.
SoHo was chosen as a key touchpoint to connect with Gen Z consumers in a physical format.
“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 co-CEO 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.”
Inside, shoppers can find 12 fitting rooms, a lounge-style seating area and several ‘Instagrammable’ features such as a branded photo booth and LED displays showcasing seasonal collections.
Founded in 2010 by husband-and-wife duo Wez and Eirin Bryett, Princess Polly initially operated as a digital-only retailer focused on affordable, trend-led womenswear.
Now owned by A.K.A. Brands Holding Corp, the business has recently begun to scale its physical presence in the US, following the launch of its first American store in Los Angeles in 2023.
The company has confirmed it will open seven additional stores across the US in 2025, bringing its total number of sites to 13.
Upcoming locations include Miami, Los Angeles, Columbus, White Plains, Garden City and King of Prussia, with staggered openings planned throughout the year.
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