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PrettyLittleThing growth continues apace

Young fashion etailer PrettyLittleThing has enjoyed “huge growth” over the past six months and now employs around 140 people, up from 30 this time last year.

The firm, run by founder and chief executive Umar Kamani, is nearing the end of a refurbishment of its Wellington Mill head office in Manchester, which has created more space for the new recruits and added a gym. It has an LA theme, reflecting its recent launch into the US.

A new reception and restaurant that will have flexible working spaces are still being built. 

“We’re a young, trendy fashion brand and we’re trying to incorporate that into our offices, and create a more innovative way of working,” Kamani told Drapers. “We’ve had 40 new starters in the last eight weeks, across all roles. People are a big part of our business.”

Kamani is the son of Boohoo co-founder Mahmud Kamani. PrettyLittleThing moved its warehouse from Wellington Mill to Boohoo’s facility in Burnley at the end of last year, creating space for the head office expansion.

The etailer is also expanding rapidly overseas, having officially launched into the US at the beginning of July. Kamani said sales have “exploded” since then, although he declined to provide figures.

Pretty little thing

Pretty little thing

PrettyLittleThing launched in the US with an LA-style pool party

“There was already a solid set of customers purchasing from the US before the launch, and since then it’s gone mental. There is nothing really similar to us out there with our price points and our fashion. We’re excited about the next 12 months in America.”

PrettyLittleThing now has localised sites for the Ireland, the US and Australia, and delivers to continental Europe. However, Kamani insisted the firm “is not losing focus on the UK”, which accounts for 70% of sales.

The firm has more than 1 million Instagram followers and will launch its first mobile app in the coming weeks. It is also working with personalisation specialist Monetate to personalise it website offering.

Kamani dismissed any concerns about the fallout from the UK’s vote to leave the European Union: “If anything it will have a positive impact on us; people will be looking for more affordable clothing.”


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