Petal & Pup is preparing its next phase of U.S. growth. After a successful rollout through Nordstrom, the digitally native fashion brand now plans to expand into Dillard’s, Von Maur, and select independent boutiques in 2026, a move designed to strengthen its presence in American department stores.
The expansion highlights a broader strategy unfolding across fashion retail: online-native brands are increasingly turning to physical retail partnerships to scale awareness and reach new customers.
For Petal & Pup, the approach appears to be working.
Nordstrom Partnership Sets the Stage for Growth
The brand first tested its products on Nordstrom’s website in March 2024, before expanding into all Nordstrom stores the following year.
According to A.k.a. Brands CEO Ciaran Long, the partnership performed better than expected and proved that Petal & Pup’s product mix resonates with U.S. shoppers.
That success has given the company confidence to pursue additional department store relationships.
Launching with Dillard’s and Von Maur could significantly increase the brand’s visibility across U.S. malls and regional department store networks—two retail channels that remain influential in fashion discovery despite the continued rise of e-commerce.
From Online Startup to Omnichannel Brand
Petal & Pup began as a digitally native fashion brand in Australia, targeting young women with trend-driven styles. Over the past decade, it has gradually evolved into a more global omnichannel brand.
The company entered the U.S. market in 2019, the same year it was acquired by A.k.a. Brands, a fashion platform that also operates labels including:
•Princess Polly
•Culture Kings
•Mnml
A.k.a. Brands specializes in scaling internet-first fashion labels into global lifestyle brands, often combining social media-driven demand with flexible production models.
One key advantage of the group’s strategy is its on-demand inventory approach. Instead of producing large quantities upfront, the company manufactures smaller batches based on real-time demand signals.
That system lowers capital requirements while allowing brands to react quickly to changing trends—an increasingly valuable capability in today’s fast-moving fashion market.
Expanding Product Categories to Capture Everyday Demand
As part of its growth strategy, Petal & Pup is also expanding its product assortment.
While the brand has historically been known for dresses and eveningwear, it is now pushing more aggressively into casual apparel and mix-and-match separates.
The focus areas include:
•tops
•knitwear
•everyday wardrobe staples
The goal is straightforward: increase repeat purchases by giving customers reasons to shop the brand more frequently, rather than only for special occasions.
In 2025, the company also broadened its distribution strategy by debuting on Nuuly, a clothing rental platform. That move exposed the brand to a new group of consumers who may later convert into direct buyers.
Brand Refresh Signals a New Growth Phase
Alongside its retail expansion, Petal & Pup recently refreshed its branding, website, and visual identity.
The redesign aims to strengthen the brand’s storytelling and deepen engagement with its community—an increasingly important element in modern fashion marketing.
According to brand president Victoria Perry, Petal & Pup positions itself around “modern femininity” while making elevated trends accessible to a wider audience.
That positioning reflects a growing shift in fashion retail toward affordable aspirational brands, which blend trend-driven design with accessible price points.
A.k.a. Brands Is Betting on Digital-First Fashion
Petal & Pup’s expansion also forms part of a larger strategy by its parent company.
In 2025, A.k.a. Brands reported net sales exceeding $600 million, representing 4.4% year-over-year growth. U.S. sales increased 7%, or 25% on a two-year stacked basis, signaling strong momentum in the company’s largest market.
However, profitability remains a challenge. The company’s net loss widened to $31.4 million, up from $26 million the previous year.
For A.k.a. Brands, scaling its portfolio of digital-native fashion labels through omnichannel distribution—including department stores, rental platforms, and international markets—may be key to achieving long-term profitability.
The Bigger Trend: Digital Brands Moving Into Department Stores
Petal & Pup’s department store strategy reflects a wider industry trend.
Many digitally native brands initially built their audiences through social media, influencer marketing, and direct-to-consumer websites. But as they scale, partnerships with established retailers often provide faster access to large customer bases.
Department stores, meanwhile, benefit from injecting fresh, online-native labels into their assortments—helping them stay relevant with younger shoppers.
In that sense, Petal & Pup’s expansion is more than just a distribution move. It’s another example of how the lines between digital-native brands and traditional retail channels are rapidly dissolving.
If the Nordstrom playbook continues to work, Petal & Pup’s next chapter in the U.S. could be significantly larger.
Source: Based on reporting from Retail Dive