Asos will introduce Australian womenswear brand Princess Polly to its site and app, as it becomes an European wholesale partner.
The launch features 77 options, including day and evening dresses, woven and jersey tops, casual bottoms, skirts and outerwear. Some of the brand’s most popular products will also be available, such as its statement maxi dresses and faux fur jackets.
Founded in 2010 on Australia’s Gold Coast, Princess Polly utilised social media and influencer marketing to showcase its on-trend fashion products to Gen Z consumers. After launching in the US in 2019, the brand has continued to grow, collaborating with content creators such as Alix Earle and Emma Chamberlain.
Courtney Dres, chief merchandise officer at Princess Polly, said: “We’re delighted that Princess Polly is now available to Asos customers across Europe. This partnership allows us to meet new audiences and continue our mission to provide on-trend fashion across the world.”
Asos recently expanded its partnership with Mango, adding a selection of Mango Man products to its site.
The fashion etailer offers a compelling mix of brands, curating a selection from more than 900 external labels, thus catering to diverse styles and budgets, a company profile in the RetailX Global Fashion 2024 report highlights.
Crucially, it retains a strong own-brand presence through labels such as Asos Design and Asos 4505. This mixed marketplace model allows it to control trends, offer exclusive items and maintain good margins.
Commenting on this latest brand lanunch, Shazmeen Malik, brands director at Asos, added: “We’re so excited to be an European wholesale partner for Princess Polly and can’t wait to bring the brand to our fashion-loving customers. Whether they’re looking for a statement piece or additions to their everyday wardrobe, they’ll find something they love with our curated assortment.”
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