PrettyLittleThing is a UK-based fashion retailer, aimed at 16-24-year-old women. The company is owned by Boohoo Group and operates in the UK, Ireland, Australia, US and France. The brand's main headquarters are in Manchester, with offices in London and Los Angeles.
History
PrettyLittleThing was co-founded in 2012 by Umar Kamani and his brother Adam Kamani. It started with an accessory only brand with limited products on the site. Since then the company has rapidly expanded and now operates internationally, including the US, Irish, Australian and French markets. The company sells Womenswear, footwear, accessories and beauty products. The brand became popular when celebrities including Miley Cyrus, Michelle Keegan, Rita Ora, Jessie J and Nicki Minaj were seen wearing their product range. On 28 February 2017, the company reported the sale of £47.7m. In September 2015, it launched its mobile application for android and iOS phones in the UK market. In 2016, the brand partnered with ASOS and with Lipsy selling styles on their website and through multinational retailer Next. PrettyLittleThing was owned by Kamani brothers until January 2017, before it was acquired by their father Mahmud Kamani's company Boohoo. It acquired 66% stake in the PrettyLittleThing. In June 2017, PrettyLittleThing launched a range, PLT Girl for young girls aged 5–12. In November 2017, the firm drew the attention of the press when it was named one of the top three fastest growing fashion companies by Hitwise. In February 2019, the brand opened their LA office on Melrose Avenue. 2020 saw the Boohoo Group buy the remaining stake in the PrettyLittleThing brand. In March 2020, the brand opened their Paris showroom. In June 2020 PrettyLittleThing launched their Middle Eastern website.
Collaborations
In November 2015, PrettyLittleThing launched their first collection with reality actress Lucy Mecklenburgh and second collection was subsequently launched in October 2015. The company worked to further establish themselves in the US market by collaborating with American reality television personality Kylie Jenner. Jenner hosted a launch party with the brand in Los Angeles. In October 2016, PrettyLittleThing launched their party wear collection with Sofia Richie. They signed LA influencer Chantel Jeffries as their brand ambassador. In August 2017, the online retailer launched an exclusive collection with American personality Olivia Culpo. In October 2017, PrettyLittleThing launched a collection with American reality television personality and businesswoman Kourtney Kardashian. In May 2018, the brand announced its collaboration with streetwear label Karl Kani with a collection fronted by Teyana Taylor. In June 2018, the brand launched a collaboration with British television and radio presenter Maya Jama In September 2018, PrettyLittleThing teamed up with American model Ashley Graham to launch an inclusive collection for sizes 6–28. In November 2018, the brand launched a collection with Hailey Baldwin as the face of their Christmas campaign. In February 2019 the brand launched a second collection with American model Ashley Graham for sizes 6–28. May 2019 saw Will.I.Am team up with British rap Goddesses Ms.Banks, Lioness and Lady Leshurr with the song “Pretty Little Thing”, part of their promotional campaign for their new clothing collaboration with PrettyLittleThing. In June 2019, PrettyLittleThing launched a summer collaboration with American singer, songwriter, record producer Ashanti. 2019 also saw the brand launch second collections with Maya Jama and Karl Kani. In September 2019 PrettyLittleThing launched a collaboration with UK Love Island star Molly-Mae Hague. PrettyLittleThing hosted their first catwalk in New York Fashion Week, releasing their collaboration with Saweetie. In November 2019 PrettyLittleThing launched their collection with British girl group Little Mix, after 5 years of trying to get the girls to collaborate with them. June 2020 saw the brand launch a second collaboration with Saweetie with 100 percent of proceeds going toBlack Lives Matter.
