a.k.a. Brands (AKA) The Gateway Conference 2025 summary

Brand portfolio and market approach

• Operates four brands targeting next-generation consumers through omnichannel strategies, including direct-to-consumer, retail stores, and wholesale.

• Princess Polly and Culture Kings are the largest brands, each with distinct target demographics and merchandising approaches.

• Petal & Pup and minimal address different consumer segments, leveraging influencer marketing and marketplace partnerships.

• Expansion into the U.S. is a key focus, with ongoing opportunities to add new brands and scale existing ones.

Operating model and merchandising strategy

• Employs a data-driven, test-and-repeat merchandising model to minimize inventory risk and maximize gross margins.

• Introduces about 100 new styles weekly for Princess Polly, testing small quantities before scaling successful products.

• Influencer marketing is managed in-house, focusing on micro-influencers for authenticity and cost-effectiveness.

• Asset-light operations leverage Shopify and third-party logistics, enabling investment in growth and brand awareness.

Omnichannel and wholesale expansion

• Princess Polly has opened 11 U.S. stores, with plans for 8–10 more next year, targeting high-income consumers and aiming for store payback within two years.

• Petal & Pup expanded from online to all 93 Nordstrom stores within a year, demonstrating strong wholesale potential.

• Both Princess Polly and Petal & Pup are now present in all Nordstrom locations, boosting brand awareness and generating inbound wholesale leads.

• Physical stores drive new customer acquisition and create a halo effect on regional online sales.