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Wez Bryett

co-CEO

Professional Background



Wez Bryett is a distinguished figure in the e-commerce and fashion industries. He co-founded Princess Polly, a global fashion brand, in 2010 alongside his wife, Eirin Bryett, after recognizing the rising trend of online sales surpassing physical store sales. Wez Bryett currently holds the position of Co-Chief Executive Officer (Co-CEO) at Princess Polly. In addition to his role at Princess Polly, he serves on the board at a.k.a. Brands, a holding company that includes a collection of direct-to-consumer fashion brands catering primarily to a Millennial and Gen Z audience.

Education and Location


  • Education: Griffith University

  • Location: West Hollywood, USA



Company Profile: Princess Polly



Princess Polly started as a brick-and-mortar store on Australia's Gold Coast in 2005. By 2010, the company shifted its focus to online retail under the leadership of Wez and Eirin Bryett, leveraging digital platforms like Facebook and Instagram for growth. The brand is known for its rapid adoption of trends, a strong social media presence, and effective use of influencer marketing.

Key Achievements


  • International Expansion: Entered the US market in 2019, opening its first physical store in 2023 at Westfield Century City in Los Angeles. Plans for further expansion include additional stores on the West Coast and in Boston by the end of 2024.

  • Significant Investment: In 2018, US-based equity firm Elevate Brandpartners acquired a 50% stake in Princess Polly.


Marketing and Growth Strategy



Princess Polly employs a multi-faceted marketing approach that includes:
  • Influencer Marketing: Utilizing influencer partnerships to reach a wider audience, exemplified by numerous "Princess Polly haul" videos on YouTube.

  • Social Media Engagement: Strong presence on platforms like Instagram, TikTok, and Snapchat; consistently targeting their demographic through relatable content and engagement tactics.

  • SEO and Paid Search: Aggressively bidding on broad and brand-specific keywords to drive traffic.

  • Email Marketing: Using Klaviyo for targeted, price-focused email campaigns.

  • Customer Acquisition Tools: Employing a sophisticated marketing stack that includes Shopify-compatible plugins like Gleam, Hotjar, Nosto, Klaviyo, and more for enhanced user experience and customer retention.


Digital and Physical Retail Integration



The company ensures a seamless customer experience across both its online and physical platforms. The stores are designed to reflect the brand's online presence, featuring high levels of customer engagement and in-store events to strengthen community ties.

Board Memberships and Advisory Roles


  • Board Director at a.k.a. Brands since July 2018.


Expansion Plans



Princess Polly aims to further its footprint both in the US and internationally. The company plans to:
  • Open New Stores: Several new locations are being finalized for 2025 as part of its long-term U.S. expansion strategy.

  • Enhance Store Experience: Future store designs will incorporate more elements of their brand identity, enhancing engagement and interaction.


Customer and Market Insights


Princess Polly's marketing strategies have effectively established a strong brand presence among its target audience, primarily young women from teens to mid-twenties. Their approach combines digital prowess with strategic physical store placements to meet customer demand effectively.

Conclusion



Wez Bryett's leadership has been instrumental in Princess Polly’s significant global expansion and innovative marketing strategies. His dual role as Co-CEO of Princess Polly and Board Director at a.k.a. Brands showcases his profound impact on the fashion and e-commerce sectors, positioning Princess Polly for continued growth and success in both digital and physical retail landscapes.