EB

Eirin Bryett

co-Founder & co-CEO


Eirin Bryett - Princess Polly



Profile Summary



Name: Eirin Bryett
Company: Princess Polly
Position: Co-Founder & Co-CEO
Location: West Hollywood, California, United States
LinkedIn Profile: [Eirin Bryett - Princess Polly](https://www.linkedin.com/in/eirin-bryett-bb318685)
Education: Griffith University
Work Email (valid as of last update): e@prince.com

Professional Background



Eirin Bryett is the Co-Founder and Co-Chief Executive Officer at the Australian-based fashion brand, Princess Polly. Along with her co-founder and husband, Wez Bryett, Eirin has been pivotal in transforming Princess Polly from a brick-and-mortar store into a global e-commerce powerhouse. The digital arm of the business was launched in 2010, shifting focus as online sales began to outpace physical store sales.

Company Overview



Company: Princess Polly
Industry: Retail
Headquarters: West Hollywood, California, United States
Number of Employees: 201-500
Website: [princesspolly.com](https://www.princesspolly.com)

Princess Polly is renowned for its trendy, affordable young women’s clothing, targeting primarily young females from their teen years to mid-twenties. The company has effectively leveraged influencer marketing and an engaging social media presence to cultivate a dedicated customer base.

Business Achievements and Strategy



Growth and Expansion:
  • Princess Polly first began as a boutique retailer in 2005 in Gold Coast, Queensland. By 2010, the digital presence was established.

  • The brand launched its U.S. online store in 2019 and transitioned its Australian store to the Shopify Plus platform. By 2023, the company ventured into physical retail, opening its first store in Westfield Century City, Los Angeles.

  • Recently, the brand announced plans to open five additional stores on both U.S. coasts in Scottsdale, Santa Clara, Irvine, San Diego, and Boston by the end of 2024.


Marketing and Customer Acquisition:
  • Influencer Marketing: Princess Polly has capitalized on influencer partnerships, significantly boosting brand visibility through unboxing and haul videos on platforms like YouTube.

  • Social Media Strategy: A robust presence on Instagram, TikTok, and Snapchat, coupled with rapid feedback mechanisms, helps the brand stay relevant and responsive to fashion trends.

  • Digital Advertising: Extensive use of platforms such as Google Ads, Facebook Ads, and integrating shoppable Instagram and TikTok posts.

  • Email Marketing: Utilizing Klaviyo, the brand’s emails are filled with product-driven content, promotions, and seasonally relevant fashion updates tailored to their audience.


Technological Integration:
  • Princess Polly employs a range of Shopify-compatible plugins including Gleam for competitions, Hotjar for user analytics, Nosto for personalized recommendations, and Zendesk for customer support, enhancing the overall shopping experience and operational efficiency.


Notable Professional Insights



Recent Interviews and Public Statements:
  • Expansion Plans: Eirin Bryett highlighted the decision to enter the physical retail space as a response to customer demand, reinforcing the brand’s online presence with in-store experiences.

  • Customer Engagement: The first brick-and-mortar store boosted online engagement by creating and sharing authentic in-store content, demonstrating a successful strategy for blending physical and digital marketing efforts.

  • Future Outlook: Ambitious expansion plans are set for both the U.S. and international markets, with several U.S. locations expected to open in 2025.


Key Takeaways



  • Strategic Leadership: Under Eirin Bryett’s co-leadership, Princess Polly has successfully navigated the competitive fashion industry by continually evolving its digital strategy and expanding its physical footprint.

  • Customer-Centric Approach: The company’s focus on customer engagement through dynamic content and interactive in-store experiences has bolstered brand loyalty and expanded its market reach.

  • Innovative Marketing Techniques: Leveraging influencer marketing and integrated social media strategies has enabled Princess Polly to sustain a strong presence among its target demographic.


Overall, Eirin Bryett’s strategic vision and operational leadership have significantly contributed to Princess Polly’s prominence in the fashion retail sector. The company’s adaptive strategies and focus on customer engagement position it well for continued growth and expansion.