PrettyLittleThing is a UK-based fashion retailer that sells women’s clothing, shoes, and accessories online. The company was founded in 2012 by brothers Umar and Adam Kamani, who are the sons of Mahmud Kamani, the founder of online fashion retailer Boohoo. PrettyLittleThing focuses on fast fashion and offers a wide range of trendy and affordable clothing for young women.
The company has experienced significant growth since its inception, expanding its product range and geographical reach. PrettyLittleThing has a strong presence on social media and has collaborated with numerous celebrities and influencers to promote its products. In addition to its UK headquarters, the company has offices in Manchester, London, Los Angeles, and Australia.
In 2020, PrettyLittleThing was acquired by Boohoo Group, which also owns other popular fashion brands such as Nasty Gal, MissPap, and Karen Millen.
History and Founding
PrettyLittleThing was founded in 2012 by brothers Umar and Adam Kamani. The company is based in Manchester, UK and was launched as an online retailer specializing in fast fashion for young women. The Kamani brothers are the sons of Mahmud Kamani, the founder of online fashion retailer Boohoo.
In its early days, PrettyLittleThing operated from a single room in Manchester and had only a handful of employees. However, the company quickly gained popularity due to its trendy and affordable clothing, and began to expand its product range and customer base.
In 2013, PrettyLittleThing launched its first mobile app, making it easier for customers to shop on-the-go. The company also began to collaborate with influencers and celebrities to promote its products on social media, further boosting its profile and sales.
Over the years, PrettyLittleThing has continued to grow and expand, with new offices opening in London, Los Angeles, and Australia. The company has also introduced new product lines, such as beauty and homeware, and has become a major player in the global fast fashion market.
Product Range
PrettyLittleThing offers a wide range of women’s clothing, shoes, and accessories, including:
- Dresses – from mini to midi, bodycon to skater, and everything in between
- Tops – crop tops, bodysuits, blouses, and t-shirts
- Bottoms – jeans, pants, leggings, shorts, and skirts
- Outerwear – jackets, coats, blazers, and cardigans
- Activewear – sports bras, leggings, shorts, and tops for workouts and leisure
- Swimwear – bikinis, swimsuits, and cover-ups
- Shoes – boots, heels, sandals, sneakers, and flats
- Accessories – jewelry, bags, hats, scarves, and belts
- Beauty – makeup, skincare, hair care, and fragrance
- Homeware – bedding, towels, cushions, and decor
PrettyLittleThing updates its product offerings regularly to keep up with the latest trends and styles, making it a go-to destination for young women looking for affordable and fashionable clothing options.
Marketing and Branding
PrettyLittleThing has a strong presence on social media and is known for its bold and attention-grabbing marketing campaigns. The company has collaborated with numerous celebrities and influencers, including Kourtney Kardashian, Little Mix, and Molly-Mae Hague, to promote its products to a wider audience.
The brand is marketed towards young women, with a focus on empowering them to express themselves through fashion. PrettyLittleThing’s social media feeds are filled with colorful and eye-catching photos and videos featuring models of all shapes, sizes, and ethnicities, reflecting the brand’s commitment to inclusivity and diversity.
The company’s branding is also distinctive, with a recognizable logo featuring a handwritten font and a small star symbol. This logo is used across all of PrettyLittleThing’s products, packaging, and marketing materials, helping to build brand recognition and loyalty.
Overall, PrettyLittleThing’s marketing and branding efforts have been highly effective in building a strong and loyal customer base, and the company has become a major player in the fast fashion market as a result.
Expansion and Global Presence
PrettyLittleThing has expanded rapidly since its founding, with new offices opening in London, Los Angeles, and Australia to support its growth. The company has also expanded its product range to include beauty and homeware, and has launched multiple international websites to cater to customers around the world.
Today, PrettyLittleThing has a global presence, shipping to over 180 countries worldwide. The company’s international websites cater to specific regions, with localized product offerings and prices to better meet the needs and preferences of customers in different markets.
In addition to its online presence, PrettyLittleThing has also opened physical stores in key locations such as Manchester, London, and Los Angeles. These stores offer customers a chance to try on and purchase products in-person, and also serve as hubs for events and collaborations with influencers and celebrities.
Overall, PrettyLittleThing’s expansion and global presence have helped to establish it as a leading player in the fast fashion market, with a loyal customer base that extends around the world.
Acquistion by Boohoo Group
In 2020, PrettyLittleThing was fully acquired by Boohoo Group, another UK-based online fashion retailer founded by Mahmud Kamani, the father of PrettyLittleThing’s founders. The acquisition was part of Boohoo Group’s strategy to expand its portfolio of brands and strengthen its position in the fast fashion market.
The acquisition was reportedly worth up to £323 million and gave Boohoo Group full control of PrettyLittleThing’s operations. However, PrettyLittleThing continues to operate as a standalone brand with its own distinct identity and product offerings.
Boohoo Group has also acquired other popular fashion brands such as Nasty Gal, MissPap, and Karen Millen in recent years, further expanding its presence in the fashion retail industry.
Overall, the acquisition by Boohoo Group has provided PrettyLittleThing with the resources and support it needs to continue growing and expanding, while also strengthening Boohoo Group’s position as a major player in the global fast fashion market.
Conclusion:
In conclusion, PrettyLittleThing is a popular online fashion retailer that specializes in fast fashion for young women. Founded in 2012 by the Kamani brothers, the company has rapidly grown and expanded over the years, with a wide range of products including clothing, shoes, accessories, beauty, and homeware. PrettyLittleThing’s bold and attention-grabbing marketing campaigns and commitment to inclusivity and diversity have helped it build a strong and loyal customer base, and the company has become a major player in the global fast fashion market. The recent acquisition by Boohoo Group has provided PrettyLittleThing with the resources and support it needs to continue growing and expanding, while also strengthening Boohoo Group’s position in the fashion retail industry.
