PrettyLittleThing (PLT) is a globally recognized fast-fashion brand founded by Umar Kamani and Adam Kamani in Manchester, England, in 2012. Their journey from startup to international fashion powerhouse is a testament to bold vision, digital-first strategy, and viral marketing. The company’s rapid expansion, celebrity collaborations, and recent rebrand underscore its position in the evolving retail landscape.
Founder Story Umar Kamani and Adam Kamani
PLT started as an online accessories retailer targeting young women looking for affordable style. As Umar Kamani explained, “Fashion has incredible power to inspire, elevate and transform. A Legacy in Progress is more than a rebrand – it’s a movement that celebrates our customers’ evolving style. We’re writing the next chapter of fashion history, and we’re just getting started.”
PLT quickly grew by leveraging influencer marketing, celebrity ambassadors, and collaborations with stars like Kourtney Kardashian, Ashley Graham, and Naomi Campbell.
Timeline Growth and Milestones
| Year | Event |
| 2012 | PLT founded in Manchester by Umar and Adam Kamani as an accessories site |
| 2013 | Celebrity endorsements—including Miley Cyrus and Nicki Minaj—fuel growth |
| 2015 | PLT launches mobile app in the UK; first collections with reality star Lucy Mecklenburgh |
| 2016 | US site launches with Kylie Jenner party; partnerships with ASOS and Lipsy; Sofia Richie collaboration |
| 2017 | Boohoo acquires 66% stake in PLT; launch of PLT Plus (sizes 18–30); French website launches |
| 2018 | Collaborations with Karl Kani and Ashley Graham; expansion to LA and Paris offices |
| 2019 | NYFW debut with rapper Saweetie; further US expansion; launches with Ashanti and Molly-Mae Hague |
| 2020 | Boohoo acquires 100% of PLT; launches PLT Home, sustainability initiatives |
| 2021 | Molly-Mae Hague appointed Creative Director |
| 2023 | PLT opens Philadelphia distribution center; Molly-Mae Hague steps down |
| 2024–25 | Umar Kamani returns as CEO, launches rebrand “A Legacy in Progress” and major campaign with Naomi Campbell |
Who Owns PrettyLittleThing Now?
Since 2017, PLT has operated as a subsidiary of Boohoo Group. Boohoo initially acquired a majority stake and finalized the full acquisition in 2020, consolidating PLT within Boohoo’s portfolio of leading fast-fashion brands. As of 2025, Umar Kamani has returned to the top leadership role, launching a major rebrand and campaign.
PLT’s parent, Boohoo Group, is headquartered in Manchester and operates brands including Nasty Gal, Karen Millen, Oasis, and Debenhams.
Looking Forward: Rebrands and Brand Legacy
PLT is now redefining accessible luxury for a new generation. Kamani’s return brings a movement toward elevated style. The brand continues to prioritize inclusivity and social engagement, standing at the forefront of digital fashion transformation.
