Fashion e-tailer Oh Polly focuses on US market as it gears up to open first ever permanent retail store

Oh Polly will this coming weekend open its first permanent retail store. It is heading Stateside for this, with Los Angeles the choice for its physical debut.

In a LinkedIn post, founder Mike Branney said: "Ten years to get to this moment and it’s very exciting to be doing something new again! 8001 Melrose Avenue, Los Angeles."

Pre-loved

Oh Polly has launched Pre-loved, a fully branded resale marketplace, hosted in partnership with Treet.

In a LinkedIn post, Oh Polly said: "There’s already a thriving resale market for Oh Polly on platforms like Depop and Vinted. By bringing this experience in-house, we’re giving customers a seamless, brand led alternative, while encouraging circular fashion and helping extend the life cycle of our garments. We’re also offering 110% store credit to customers who sell their items through Oh Polly Pre-loved, turning second-hand sales into new Oh Polly moments."

It added: "This initiative supports our wider commitment to reducing waste and promoting conscious consumption. It provides an outlet for customers to re-home items that fall outside of our return policy - giving pieces a second life rather than ending up in landfill."

As part of a soft launch, the retailer is encouraging sellers to create listings through a marketing campaign.

Customers will soon be able to access Oh Polly Pre-loved via a link on its website, to buy and sell. Listings are reviewed by Treet, while sellers manage their own shipping and keep full control over pricing. Treet also handles all customer service and support.

Oh Polly said: "We launched the platform in just four weeks from signing, and within the first eight hours of soft launch, we had 105 sign-ups and 64 listings. Huge shoutout to our team and Treet for their hard work and collaboration to bring this to life so quickly."

“It’s been an exciting project with a tight turnaround, and it’s been great to see different teams come together to make it happen. I'm really looking forward to seeing how our community engages with Oh Polly Pre-loved," commented Emily Mcmorran, Customer Journey Manager.

2025 RTIH INNOVATION AWARDS

Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.