Here’s PrettyLittleThing History and Ownership (2016-2024)

PrettyLittleThing initially launched as an accessories-only website in 2012, has rapidly grown into a powerhouse in the online fashion world. Founded by brothers Umar and Adam Kamani, this UK-based retailer has transformed how young women shop, offering trendy clothing, accessories, and beauty products. With a unique approach to fast fashion, PrettyLittleThing (PLT) has captured global attention, from celebrity endorsements to international expansions.

What is PrettyLittleThing?

PrettyLittleThing (PLT) is an online fashion retailer co-founded in 2012 by brothers Umar and Adam Kamani. Initially launched as a website specializing in accessories, PLT has grown into a global fast-fashion powerhouse. Targeting young women aged 16 to 41, the brand offers trendy clothing, accessories, and beauty products. Known for its celebrity collaborations and rapid international expansion, PLT was acquired by Boohoo Group in 2017. With ongoing innovations and a proactive stance on social issues, PrettyLittleThing is a major player in the fast-fashion industry.

Key Timeline Highlights

• 2016: Party wear collection with Sofia Richie, brand ambassador Chantel Jeffries.
• 2017: Collaboration with Olivia Culpo and Kourtney Kardashian.
• 2018: Partnership with Teyana Taylor and streetwear label Karl Kani.
• 2019: Launches with Ashanti, Molly-Mae Hague, and first NYFW catwalk with Saweetie.
• 2020: Collaborations supporting social causes like Black Lives Matter.
• 2023: Launch of PLT's worldwide campaign featuring Naomi Campbell.

Foundation and Early Growth (2012-2016)

• 2012: PrettyLittleThing was co-founded by Umar and Adam Kamani, starting with a limited range of accessories. Initially targeting 16- to 41-year-old women, PLT quickly positioned itself as a trend-forward fashion destination.
• 2015: PLT expanded its offerings, launching its mobile application in September and hosting collections with reality actress Lucy Mecklenburgh.
• 2016: The brand made significant strides by partnering with ASOS and Lipsy and launching their USA site, which was celebrated with a party hosted by Kylie Jenner. They also introduced their party wear collection with Sofia Richie and signed LA influencer Chantel Jeffries as their brand ambassador.

Acquisition and Expansion (2017-2018)

• 2017: In January, PrettyLittleThing was acquired by Boohoo, a company owned by the Kamani brothers’ father, Mahmud Kamani. Boohoo took a 66% stake in PLT. The French website was launched, and PLT Plus was introduced, catering to plus sizes.
• 2018: The brand continued to grow, announcing collaborations with streetwear label Karl Kani, British presenter Maya Jama, and model Ashley Graham, among others. In May 2018, Teyana Taylor fronted the Karl Kani collection, and Ashley Graham introduced a line for sizes 6–28.

Strategic Collaborations and Milestones (2019-2020)

• 2019: PLT opened their Los Angeles office on Melrose Avenue and debuted at New York Fashion Week with an exclusive collection by rapper Saweetie. They launched further collections with Ashanti, Little Mix, and Molly-Mae Hague, among others.
• 2020: Boohoo fully acquired PrettyLittleThing. The brand launched new initiatives, including a PLT Home collection and collaborations supporting Black Lives Matter and the Black transgender community. In May, Teyana Taylor was announced as Creative Director and Molly-Mae Hague joined as the new Creative Director in August 2021.

Continued Innovation and Growth (2022-2024)

• 2022: PrettyLittleThing launched its marketplace, allowing customers to resell old clothes, and appointed UK Love Island star Indiyah Polack as a Brand Ambassador.
• 2023: PLT drew attention with the East Coast Student Pop Up Tour and the grand opening of Boohoo's US distribution center in Elizabeth Town, Philadelphia, significantly reducing delivery times for American customers. Molly-Mae Hague stepped down from her role as Creative Director to focus on motherhood.
• 2024: PrettyLittleThing continued to innovate with a worldwide campaign featuring supermodel Naomi Campbell, reinforcing their stronghold in the global fashion market.