Australian-born fashion retailer Princess Polly plans to open a new store in New York City’s SoHo district in early 2025.
The latest push forms part of an ongoing drive into the retail space for the once-pureplay business.
In mid-2023, Princess Polly opened its first-ever store in Los Angeles. Since then, the business has opened three other stores across the United States according to its US website, with another two on the way.
Opening at 514 Broadway in NYC, the new store will span 8,000 square feet (743 sqm) across two levels, and will sell over 5,000 styles across apparel, footwear and accessories.
According to the brand’s parent company A.K.A. Brands, the store is designed to be Instagrammable, including a permanent photo booth and large-scale LED screens showcasing videos of the latest styles and campaigns.
The store is also equipped with 12 fitting rooms.
“We’ve listened closely to our U.S. customers and know there is appetite for more Princess Polly stores, so we’re thrilled to put Princess Polly on the map in one of the biggest and most exciting cities in the world,” Princess Polly co-CEO Eirin Bryett said.
"With a spacious layout, various photo opportunities, and a broad selection of our latest styles, this store supports our larger strategy to make Princess Polly’s in-person experience accessible to more customers.
“This milestone SoHo location represents the next chapter in Princess Polly's evolution as we continue to blend digital innovation with immersive retail experiences that resonate with our Gen Z and millennial community."