PrettyLittleThing dominates online fashion market


PrettyLittleThing dominates online fashion market

PrettyLittleThing (PLT) continues to boom in the online fashion space after an ‘exponential’ uplift in web traffic drives customer sales. According to the Hitwise Fast Fashion report, which analyses search data from three million UK internet users, PLT was ranked as the fastest growing fashion brand on the web – seeing a 663 per cent increase in people visiting the site year-on-year since 2014. This has had a significant impact on sales, which surged 400 per cent in the 12 months to the end of February 2016.

PLT was established in 2012 by 29-year-old Umar Kamani, who found success by providing clothes for stylish young women between the age of 16 and 24. Growth has also been bolstered with help from social media stars including Kylie Jenner, Lucy Mecklenburgh and Sofia Richie. The company operates from Wellington Mill in Ancoats, Manchester, and employs over 500 staff. It recently opened a new office in LA to support the firm’s US expansion and has witnessed growth in territories such as Ireland, France and Australia.

Umar Kamani, chief executive at PrettyLittleThing, said: “Speed has been instrumental to the success at PLT. We have an extremely talented team who work relentlessly to spot the latest trends and ensure we can add new items to the site within a matter of days. Our customers are constantly on the lookout for a perfect dress for their next night out and our affordable price tags allow them to achieve regular wardrobe updates – even on the tightest budgets. By forging relationships with celebrities and reality stars who have become ambassadors of the brand it has enabled us to drive mass awareness of PLT, both in the UK and overseas. I am confident that the business will continue to grow at an exponential rate and look forward to the coming years as we enter new markets across the globe.”

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