PrettyLittleThing

PrettyLittleThing is a UK-based fashion retailer, aimed at 16-24-year-old women.[2] The company is owned by Boohoo Group and operates in the UK, Ireland, Australia, US and France.[3][4] The brand's main headquarters are in Manchester, with offices in London and Los Angeles.[5]

PrettyLittleThing
Subsidiary
IndustryFashion
Founded2012 (2012)
FoundersUmar Kamani
Adam Kamani
Headquarters
Manchester
,
England
Number of locations
Manchester, England
Los Angeles, California, US
Area served
Worldwide
Key people
Umar Kamani
Paul Papworth
ProductsClothing
Revenue£516.3 million [1]
ParentBoohoo Group plc
Websitewww.prettylittlething.com

History

PrettyLittleThing was co-founded in 2012 by Umar Kamani and his brother Adam Kamani.[6][7] 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.[8][9] 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.[10] 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.[11]

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.[12] It acquired 66% stake in the PrettyLittleThing.[13] In June 2017, PrettyLittleThing launched a range, PLT Girl for young girls aged 5–12.[14] 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.[15]

In February 2019, the brand opened their LA office on Melrose Avenue.[16]

2020 saw the Boohoo Group buy the remaining stake in the PrettyLittleThing brand.[17] In March 2020, the brand opened their Paris showroom.[18] In June 2020 PrettyLittleThing launched their Middle Eastern website.[19]

Collaborations

In November 2015, PrettyLittleThing launched their first collection with reality actress Lucy Mecklenburgh and second collection was subsequently launched in October 2015.[20] The company worked to further establish themselves in the US market by collaborating with American reality television personality Kylie Jenner.[21] Jenner hosted a launch party with the brand in Los Angeles.[22]

In October 2016, PrettyLittleThing launched their party wear collection with Sofia Richie.[23] They signed LA influencer Chantel Jeffries as their brand ambassador.[24] In August 2017, the online retailer launched an exclusive collection with American personality Olivia Culpo.[25] [26] In October 2017, PrettyLittleThing launched a collection with American reality television personality and businesswoman Kourtney Kardashian.[27][28] In May 2018, the brand announced its collaboration with streetwear label Karl Kani with a collection fronted by Teyana Taylor.[29] In June 2018, the brand launched a collaboration with British television and radio presenter Maya Jama [30][31] In September 2018, PrettyLittleThing teamed up with American model Ashley Graham to launch an inclusive collection for sizes 6–28.[32][33][34] In November 2018, the brand launched a collection with Hailey Baldwin as the face of their Christmas campaign.[35][36][37]

In February 2019 the brand launched a second collection with American model Ashley Graham for sizes 6–28.[38] 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.[39]

In June 2019, PrettyLittleThing launched a summer collaboration with American singer, songwriter, record producer Ashanti. [40] 2019 also saw the brand launch second collections with Maya Jama[41] and Karl Kani.[42] In September 2019 PrettyLittleThing launched a collaboration with UK Love Island star Molly-Mae Hague.[43] PrettyLittleThing hosted their first catwalk in New York Fashion Week, releasing their collaboration with Saweetie.[44][45] 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.[46][47][48]

June 2020 saw the brand launch a second collaboration with Saweetie with 100 percent of proceeds going to Black Lives Matter.[49][50][51]

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References
  1. "Annual Report 2020" (PDF). Retrieved 22 June 2020.
  2. Wood, Zoe (14 December 2016). "Boohoo spends £3.3m on cofounder's sons' company". The Guardian. Retrieved 18 March 2018.
  3. "Boohoo snaps up PrettyLittleThing fashion brand". Financial Times. Retrieved 18 March 2018.
  4. "Boohoo acquires PrettyLittleThing for £3.3m". Drapers. Retrieved 18 March 2018.
  5. "Kourtney Kardashian and PrettyLittleThing get together to celebrate collection". Los Angeles Times. Retrieved 18 March 2018.
  6. Stevens, Ben (29 June 2017). "PrettyLittleThing crowned fastest growing online fashion retailer - Retail Gazette - retail news". Retail Gazette. Retrieved 18 March 2018.
  7. "Who owns the high street: the Kamani family and Carol Kane". Drapers. Retrieved 18 March 2018.
  8. Bourne, Dianne (30 April 2015). "Umar Kamani on making Pretty Little Thing the next big thing". Manchester Evening News. Retrieved 18 March 2018.
  9. Hendriksz, Vivian. "PrettyLittleThing is the fastest growing global consumer brand by search interest". Retrieved 18 March 2018.
  10. "Fashion retailers top list of fastest growing brands in 2017". The Telegraph. Retrieved 18 March 2018.
  11. "Boohoo.com founder's son racks up sales of £30m with online fashion venture PrettyLittleThing". Retail Week. Retrieved 18 March 2018.
  12. Wood, Zoe (20 December 2016). "Young, quick and very hip: Missguided and PrettyLittleThing hit the big time". The Guardian. Retrieved 18 March 2018.
  13. Stevens, Ben (14 December 2016). "Boohoo acquires Pretty Little Thing in £3.3 million deal - Retail Gazette". Retail Gazette. Retrieved 18 March 2018.
  14. Lillington, Georgie. "PrettyLittleThing launches childrenswear". Retrieved 18 March 2018.
  15. "PrettyLittleThing tops global brand survey, beating Gucci, Louis Vuitton - Internet Retailing". Internet Retailing. 6 December 2017. Retrieved 18 March 2018.
  16. "First look: PrettyLittleThing opens LA office". Drapers Online. July 2020.
  17. "Boohoo stitches up ownership of PrettyLittleThing for £324m". The Financial Times. July 2020.
  18. "PrettyLittleThing keen to make its flamboyant fashion an international hit". Fashion Network. July 2020.
  19. "UK-based retailer PrettyLittleThing launches Middle East website". Arab News. 6 December 2017.
  20. "Lucy Mecklenburgh - Red Carpet Fashion Awards". Red Carpet Fashion Awards. Retrieved 18 March 2018.
  21. Begum, Shelina (30 June 2017). "PrettyLittleThing, the Manchester brand supported by Kylie Jenner and Sofia Ritchie, is ranked fastest growing online fashion company". Manchester Evening News. Retrieved 18 March 2018.
  22. Shenton, Zoe (13 April 2017). "Lucy Mecklenburgh and Kylie Jenner take over LA fashion event". Mirror. Retrieved 18 March 2018.
  23. Medina, Marcy (12 October 2016). "Sofia Richie Fronts First Celebrity Campaign for U.K. Fast-Fashion E-Tailer PrettyLittleThing". WWD. Retrieved 18 March 2018.
  24. "PrettyLittleThing Announces Chantel Jeffries as First US Brand Ambassador - VIVA GLAM MAGAZINE". vivaglammagazine.com. Retrieved 18 March 2018.
  25. "Olivia Culpo Talks Pasta, #Haters, and Her Seriously Stunning Clothing Collection". InStyle.com. Retrieved 18 March 2018.
  26. "PrettyLittleThing x Olivia Culpo Launch Party Red Carpet Roundup - Red Carpet Fashion Awards". Red Carpet Fashion Awards. 18 August 2017. Retrieved 18 March 2018.
  27. "The 6 ~Sexiest~ Looks from Kourtney Kardashian's PrettyLittleThing Fashion Collab". Cosmopolitan. 26 October 2017. Retrieved 18 March 2018.
  28. Hamanaka, Kari (26 October 2017). "PrettyLittleThing Parties With Kourtney Kardashian to Celebrate Collection". WWD. Retrieved 18 March 2018.
  29. "'90s Streetwear Is Back In a Big Way Thanks to PrettyLittleThing x Karl Kani". E! News. 25 May 2018.
  30. "Our Top 5 Picks From Maya Jama's Pretty Little Thing Collaboration". HuffPost UK. 26 June 2018.
  31. Thornhill, Emily. "Introducing Maya Jama's '90s Collection For PrettyLittleThing". British Vogue.
  32. "Ashley Graham models new inclusive collection for PrettyLittleThing". Evening Standard. 25 September 2018.
  33. "Here's What You Missed at the PrettyLittleThing x Ashley Graham Collab Party". E! News. 27 September 2018.
  34. Capon, Laura (25 September 2018). "Here's every single item in Ashley Graham's PrettyLittleThing collection". Cosmopolitan.
  35. Rhue, Holly (14 November 2018). "Hailey Baldwin on Her PrettyLittleThing Campaign and Whether She'd Design Her Own Clothing Line". ELLE.
  36. Newis-Smith, Josh. "Hailey Baldwin shares her ultimate festive dressing guide and the beauty products she can't live without". Glamour UK.
  37. Knight, Kathryn (1 November 2018). "Hailey Baldwin teams up with affordable UK brand for Christmas collection". OK! Magazine.
  38. "Here's every single item in Ashley Graham's PrettyLittleThing collection". OK! Magazine. July 2020.
  39. "Will.i.am feat Lady Leshurr, Lioness & Ms. Banks "PrettyLittleThing"". Mogul Magazine. July 2020.
  40. "Exclusive: Ashanti wants women to 'embrace their bodies' with her new PLT collection". her. July 2020.
  41. "The PrettyLittleThing x Maya Jama Part 2 collection is GORGEOUS". SHEmazing!.
  42. "PrettyLittleThing Just Dropped a Second Collab with Karl Kani and We're Here For All the Unisex Looks". E! News. 15 January 2019.
  43. "Molly-Mae's PrettyLittleThing collection is literally life". Heatworld. 20 July 2019.
  44. "NYFW: Saweetie Hosts Celeb-Filled Fashion Show With PrettyLittleThing". Essence. 20 July 2019.
  45. "Saweetie to show PrettyLittleThing collection at NYFW". Fashion United. 20 July 2019.
  46. "10 Looks We're Loving from the New Little Mix PrettyLittleThing Range". E! Online. 20 July 2019.
  47. "Little Mix joined by star-studded crowd for PrettyLittleThing launch". Mirror. 20 July 2019.
  48. "Little Mix's PrettyLittleThing collection has dropped and it's perfect for party season". Heatworld. 20 July 2019.
  49. "Saweetie donating all proceeds from PrettyLittleThing collection to Black Lives Matter". Page Six Style. 20 July 2019.
  50. "PrettyLittleThing And Saweetie Launch Second Collection, Proceeds Go To BLM". Essence. 20 July 2019.
  51. "Saweetie and PrettyLittleThing Just Released a Clothing Collab, 100% of Proceeds to Black Lives Matter". Seventeen. 20 July 2019.
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