The popular women’s fashion label, owned by a US-listed retail group, has built a strong following online through fast-paced influencer marketing and TikTok trends. Launched on the Gold Coast in 2005, Princess Polly went fully digital by 2010 and has since become one of its parent company’s largest revenue generators.
The business, now contributing around half of its parent company’s total earnings, uses a smart test-and-repeat model. It introduces about 150 new styles each week, producing only 100 units of each. This limits losses on slow-selling items and allows for quick restocking of popular pieces. This approach resonates with its Gen Z audience, particularly through its network of micro-influencers who help generate genuine excitement.
After a successful foray into physical retail in the United States, with 11 stores opened since 2023, Princess Polly will now return to Australian brick-and-mortar retail. The new shop at Westfield Bondi Junction is expected to open before Christmas and will be a test of the online brand’s performance in physical shopping centres.
Despite a broad retail slowdown last year, with sales in Australia and New Zealand falling from $US202 million to $US180 million, momentum appears to be building again. The company credits renewed growth to its focused merchandising strategy and rapid production model, both tailored for trend-focused platforms like Shopify and TikTok.
While the company has not confirmed how many Australian stores are planned, it suggests that Princess Polly could match or exceed the number of local outlets operated by sister brand Culture Kings. Expansion into Canada and Europe is also expected, but the core strategy will stay the same - move fast, keep costs low and stay aligned with trends through data-led fashion updates and influencer partnerships.
