a.k.a. Brands Holding Corp. announced on November 1, 2024, that its Princess Polly brand plans to open a new store at 514 Broadway in New York City’s SoHo neighborhood. This opening is scheduled for early 2025 and represents a key step in Princess Polly's strategy to expand its physical retail presence across the United States.
The new SoHo location is expected to deepen connections with Princess Polly's core Gen Z customer base on the East Coast. This physical expansion complements the brand's established online presence and aims to enhance brand visibility and customer engagement.
The move into a prominent retail district like SoHo signifies a strategic investment in omni-channel growth. Expanding the physical footprint is a direct effort to capture market share and build a stronger brand community beyond digital channels.
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