FAQFashion

Pretty Little Things From Accessories Startup to $282 Million Fast Fashion Brand

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

Published: Sep 29, 2025 3:34 PM

By RETAILBOSS Team

FAQFashion

Pretty Little Things From Accessories Startup to $282 Million Fast Fashion Brand

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…

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Pretty Little Things From Accessories Startup to $282 Million Fast Fashion Brand

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

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