Princess Polly
a.k.a. Brands · Australia
Princess Polly is an Australian digital-first women's fashion brand founded in 2010. It is owned by a.k.a. Brands, in which it is the largest brand, and began opening physical stores in the United States in 2023.
| Founded | 2010 |
|---|---|
| Country of origin | Australia |
| Owner | a.k.a. Brands |
| Share of a.k.a. revenue | About half (per Retail Dive) |
| First US store | Los Angeles, 2023 |
| Segment | Mass market and fast fashion |
| Website | us.princesspolly.com |
What is Princess Polly?
Princess Polly is a women's fashion brand that started online in Australia in 2010. Retail Dive reports that it is owned by a.k.a. Brands and that it is the group's largest brand, accounting for about half of a.k.a.'s revenue.
Business model and distribution
The brand began as an online business and has recently added physical stores. Retail Dive reports that its first United States store opened in Los Angeles in 2023 and its first Australian store opened at Bondi Beach in 2025. Eight further US stores were planned for the second half of 2026 and early 2027, in Houston, Frisco, Orlando, Boca Raton, Jacksonville, Edina, Nashville and Charlotte. These would be the brand's first stores in Minnesota and Texas, and further Australian expansion was planned for 2026.
Leadership
Retail Dive names Eirin Bryett as co-chief executive of Princess Polly. The chief executive of its parent a.k.a. Brands is Ciaran Long, who was named to the role in 2025 after serving as interim chief executive since spring 2023.
Products and positioning
Princess Polly sells womenswear and accessories aimed at younger women. The source reviewed does not detail the range, price points or founders, so these are not stated here.
Why it matters
Princess Polly is a clear example of a digitally native fashion brand adding physical stores as a second channel. It also shows how a single brand can carry a listed holding company, since a.k.a. Brands relies on it for around half of its revenue.
Frequently asked questions
Who owns Princess Polly?
Princess Polly is owned by a.k.a. Brands, according to Retail Dive. It is the group's largest brand.
Where is Princess Polly from?
Princess Polly started as a digital brand in Australia in 2010. It now also trades in the United States and has stores in both countries.