a.k.a. Brands (AKA) 27th Annual ICR Conference 2025 summary

Leadership and company overview

• CEO Ciaran Long, previously with Walmart and Sam's Club, was appointed full-time CEO in 2023.

• The company manages four brands: two women's (Princess Polly, Petal & Pup) and two men's streetwear (Culture Kings, mnml).

• Three brands originated in Australia and were scaled in the U.S. due to organic demand and market size.

Brand strategies and differentiation

• Princess Polly targets teens and college-age consumers with on-trend, affordable, and sustainable fashion, leveraging influencer marketing.

• Petal & Pup evolved from a dress-focused brand to a broader lifestyle offering, expanding through online and retail partnerships.

• Culture Kings offers experiential retail with unique in-store features and strong private label growth, especially with the Loiter brand.

• mnml focuses on accessible, runway-inspired streetwear.

Test-and-repeat model and operational efficiency

• All brands use a test-and-repeat model, launching new styles weekly and scaling successful products.

• This approach improves trend responsiveness, reduces markdowns, and enhances marketing efficiency and EBITDA.