PrettyLittleThing, the young fashion etailer founded by the son of Boohoo co-founder Mahmud Kamani, is focusing on growing sales in the US after debuting in the Australian market in March.
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The firm, run by chief executive Umar Kamani and headquartered in Manchester, launched its US site six weeks ago, offering localised content, offers and merchandising for the US customer.
“In terms of entry, we knew we had to pull off something pretty huge to really make an impact as the US market is much more saturated,” said marketing manager Nicki Capstick.
The firm will focus on driving momentum over the next few weeks, she added: “We will begin digital marketing in the next couple of weeks alongside PR and ATL (above the line) to continue to driving awareness to our key target audience.”
PrettyLittleThing’s gross sales increased 500% to £30m in 2015. Profits were not disclosed.
It was originally launched as an accessories company to complement Boohoo in 2011 and moved into apparel after 10 months in business.