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PrettyLittleThing sales rise 500%

PrettyLittleThing, the young fashion etailer founded by the son of co-founder Mahmud Kamani, has reported that gross sales increased 500% to £30m this year.

Profits for the business, which was established in 2011, have not been disclosed.

Run by chief executive Umar Kamani, the company employs more than 300 people from its head office in Manchester, up from 65 in 2014. It will open a new office in January to support the increase in staff.

The company has invested in its merchandising, AB testing and ERP (enterprise resource planning) software operations, as well as a warehouse management system. It has also continued to invest in its website, particularly with regards to UX and fulfilment during the period.

PrettyLittleThing has enlisted celebrity and reality TV stars, including Lucy Mecklenburgh, Little Mix, Olivia Pearson, Michelle Keegan and Lindsay Lohan, to represent its brand this year. It also reported a 10-fold increase in sales over the Black Friday/Cyber Monday weekend compared with 2014, and its social media following has grown to more than 1 million.

PrettyLittleThing was originally launched as an accessories company to complement Boohoo in 2011 and moved into apparel after 10 months in business.

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