The fashion brand Princess Polly opened its newest store in Boston on Oct. 27 with customers lining up and down Newbury Street for the in-person shopping experience.

Walking into the store, customers are met with vibrant color displays of dressing racks, accessories, and more. The atmosphere is bustling with excitement around the brand opening another in-person location.

The brand is popularly known as an online store, which launched in 2010. Other in-person locations have opened in Los Angeles, San Diego, and Arizona, known as Princess Polly IRL. 

“After years of online success, the demand for in-person stores became undeniable, and Princess Polly is known for giving customers what they want,” said Brittany Farkouh, a brand spokesperson in a statement to The Beacon.

Farkouh added the store will continue to give back to customers both online and in person, with “lots of exciting things” in its plans.

The store’s line also continues inside the dressing rooms. Jude Sleiman, one of the many customers shopping, talked about trying on the apparel.

“I’m honestly really excited because I always shop online and it’s really cool to see the pieces I’ve been looking at online … and get to try them on in person,” said Sleiman.

“It’s also just really exciting to see what everyone is wearing and a lot of people came with things from Princess Polly already,” added Sleiman.

The Boston location is the brand’s first location on the East Coast, but there will be more locations to come later this winter into 2025, according to a press release. 

“I think it’s exciting,” Julia Mclaughlin, another customer shopping said of the store’s opening. “My friends and I all like to shop online for it, so we were excited to come in person.”