Australian Fast Fashion Brand Princess Polly Expands to Texas

The trendy online retailer is opening its first store in the Lone Star State at Houston's Galleria mall.

Feb. 22, 2026 at 7:39pm

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Princess Polly, an Australian fast fashion brand popular with Gen Z shoppers, is expanding to Texas by opening its first store in the state at the Galleria mall in Houston. The $500,000 build-out is set to start in March and be completed by May. This will be Princess Polly's 13th location in the US as the company shifts from an online-only model to opening physical retail stores in American malls.

Why it matters

Princess Polly's expansion to Texas highlights the brand's focus on reaching younger consumers, particularly Gen Z shoppers, who are increasingly frequenting malls despite the overall decline of traditional retail. The move also reflects the broader trend of digitally native brands opening physical storefronts to better connect with customers.

The details

Princess Polly, founded in 2010 in Australia, started as an online-only boutique focused on trendy women's fashion. The company launched in the US in 2018 and has since rapidly expanded its physical retail footprint, opening 12 stores across several states. The new Houston location, set to open in the Galleria mall, will be the brand's first store in Texas. The $500,000 build-out project is being handled by New York architecture firm Kenneth Park and is scheduled to start on March 2 and finish in May.

  • Princess Polly filed paperwork with the Texas Department of Licensing and Regulation last week to open the new Houston store.
  • Construction on the $500,000 build-out is set to begin on March 2 and be completed by May.

The players

Princess Polly

An Australian fast fashion brand that launched in 2010 as an online-only boutique focused on trendy women's clothing. The company expanded to the US in 2018 and has since opened 12 physical retail locations across the country.

Kenneth Park

A New York architecture firm that will handle the design and construction of Princess Polly's new store in the Houston Galleria mall.

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What they’re saying

“Our customers were crying out for it. It really just looked like the next logical, organic step for us, in terms of getting right in front of our customers and being available to them where they are.”

— Courtney Dres, Chief Merchandise Officer, Princess Polly (Modern Retail)

What’s next

The new Princess Polly store in the Houston Galleria mall is scheduled to open in May 2026 after the $500,000 build-out project is completed.

The takeaway

Princess Polly's expansion to Texas, particularly its first store in the Houston market, demonstrates the brand's focus on reaching younger, digitally-savvy consumers who are increasingly turning to malls for shopping experiences. This move reflects the broader trend of online-only brands opening physical retail locations to better connect with their target customers.