Petal & Pup is ready to grow in 2026.
The fashion brand began testing products on Nordstrom’s website in March 2024 and expanded into all Nordstrom stores the following year. The partnership with the department store chain exceeded the company’s expectations, parent company A.k.a. Brands CEO Ciaran Long said on a call with analysts on Thursday.
Now, the brand is readying a launch with Dillard’s, Von Maur and select independent boutiques in 2026, “further extending its reach and awareness in the U.S. market,” according to Long. Petal & Pup is also adding to its range with a stronger push in casual wear and separates, with an emphasis on tops and knitwear.
The Australian-founded, digitally native brand is focused on young women’s fashion and has been in business for over a decade. Omnichannel and international expansion are core growth drivers for the brand, Long said.
Last year, Petal & Pup delivered a “solid” performance, the CEO stated, with strength in dresses and eveningwear, and broadened its assortment to capture additional everyday demand and repeat purchases. The brand debuted on rental platform Nuuly in 2025.
More recently, Petal & Pup underwent a refresh of its branding, website and visual identity as a way to elevate its brand storytelling and community engagement.
“We've differentiated ourselves as a brand that is synonymous with modern femininity and making elevated trends attainable for more women," Victoria Perry, president of Petal & Pup, said in a statement in 2024. "Our focus remains on creating value for our customers and expanding our global reach."
Petal & Pup expanded into the U.S. in 2019 and was acquired that same year by A.k.a. Brands. Its sister brands include Princess Polly, Culture Kings and Mnml. The conglomerate has an on-demand approach to products, which requires lower capital investment, produces smaller runs and enables the company to be agile.
In 2025, A.k.a. Brands’ net sales increased 4.4% year over year to over $600 million. Net loss widened to $31.4 million, compared to $26 million in the year-ago period. The company saw 7% growth in the U.S., up 25% on a two-year stack.
