HistoryStrategy

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.

Published: Jul 7, 2024 2:33 PM

By Jeanel Alvarado

HistoryStrategy

Add RETAILBOSS as Preferred Source

HistoryStrategy

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…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss history coverage, industry analysis, and market intelligence.

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime. Confirm that I want to create a free RetailBoss account.

Free access. No credit card required. Your account is created after you verify your email.

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since: 2011
Audience: 50 Million+
Coverage: Global Markets

Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.