WWD Digital Daily

Petal & Pup Celebrates 10 Years of Fashion- forward Style With New Collection

Brand’s new collection takes inspiratio­n from native flora and landscapes.

PETAL & PUP is celebratin­g a major milestone. Marking its 10th anniversar­y, the Australian­based, female-founded lifestyle apparel brand is launching a new 60-piece collection of must-haves and will host a VIP party where guests will toast to a decade of Petal & Pup’s signature, modern femininity. To be held in Petal & Pup’s homeland, Queensland, Australia, at the end of July, guests will include longtime friends of the brand, brand insiders, models and influencer­s who have made the brand what it is today.

To celebrate all of its loyal followers, Petal & Pup’s Muse collection, launching in tandem with the brand’s anniversar­y, pays homage to its Australian origins. Inspiratio­n has been taken from the country’s landscapes and flora with hand-painted prints in an earthy, vibrant palette. The collection includes silhouette­s and feminine details that have been praised by customers, who the brand’s team said are their “muses.” The Muse collection is available to shop online now.

Notably, while Petal & Pup is now a global brand, the company began as a family-run business in the founders’ home in Australia.

The tremendous amount of growth in just a decade, Victoria Perry, president of Petal & Pup, told Fairchild Studios is primarily due to the age of social media and connecting directly with consumers.

Through social media, said

Perry, Petal & Pup quickly found that its brand mission “to dress the modern women for all of life’s moments” and focus on “blending style with ease, ensuring that she feels polished with minimal effort” resonated with a wide global audience. The U.S., where Petal & Pup expanded in 2019, now represents its strongest consumer set. Just last year, the brand expanded into wholesale and marketplac­e channels including Nordstrom and Macy’s.

“The enthusiast­ic reception upon entering the U.S. market five years ago was a significan­t milestone,” said Perry. “This prompted us to expand our U.S. team and set up a dedicated fulfillmen­t center, enhancing our service to this region. Expanding our distributi­on beyond our site in 2023 catapulted us into a leading position within those channels. This underscore­d the realizatio­n that Petal & Pup was fulfilling a substantia­l market gap.”

When asked why Petal & Pup has been so popular with the U.S. consumer, Perry cited the brand’s “unique ability to transform highfashio­n trends into wearable styles. Our commitment to offering refined yet relaxed attire, combining style with practicali­ty, and delivering high quality with exquisite details at affordable prices sets us apart.”

PETAL & PUP WAS BUILT ON A PASSION FOR CURATING THE BEST, FASHION-FORWARD STYLES.”

Importantl­y, throughout its growth, Perry said, the brand’s mission has remained steadfast and the past decade has been spent focusing on becoming synonymous with modern femininity and making elevated trends attainable for more women. These efforts, she said, have served to differenti­ate the brand on the market, adding that the brand’s focus will always remain on creating value for customers as Petal & Pup continues to expand its global reach.

While certainly hitting the mark with consumers all over the globe, Perry told Fairchild Studio that the brand has seen a few contrastin­g consumer behaviors across regions and said consumer feedback continuall­y inspires the brand to innovate and exceed expectatio­ns. Beyond the obvious issue of operating in hemisphere­s with contrastin­g seasons (which the brand uses to test and refine trends), the brand has also seen difference­s in what consumers look to the brand to provide. For example, the brand’s Australian consumers tend to favor casual pieces while its U.S. consumers lean into Petal & Pup’s more formal or semi-dressy styles.

“A decade ago, Petal & Pup was built on a passion for curating the best, fashion-forward styles,” said Perry. “Reflecting on our achievemen­ts over the past decade, we are immensely proud of what we’ve accomplish­ed, yet we recognize that our growth journey is still in its infancy. Expansion into new business categories and exploring untapped markets are exciting prospects on our horizon.”