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PrettyLittleThing

Kamani brothers Adam and Umar co-founded PrettyLittleThing in 2012. In May 2020, Boohoo Group purchased the remaining 34% of shares of the fast fashion etailer from its minority shareholders, including Umar Kamani. The Group acquired its initial 66% stake in January 2017. From its Manchester headquarters, PrettyLittleThing has grown into a worldwide brand, launching Australian and French websites in 2016 and 2017, respectively, and showcasing collections at New York Fashion Week and Miami Swim Week. Celebrities and influencers have held key positions at PrettyLittleThing including Naomi Campbell and Molly-Mae Hague. Founder Umar Kamani stepped down as CEO in spring 2023.

News

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Debenhams Group to keep 'promising' PrettyLittleThing

Debenhams Group, formally known as Boohoo Group, has raised its outlook for the financial year to 28 February 2026 from £45m to £50m, amid improvements across its “youth brands” such as Boohoo and PrettyLittleThing.

Nasty Gal AW25

Nasty Gal launches on Amazon in the US

Womenswear brand Nasty Gal is now available to purchase through Amazon Fashion as owner Debenham Group ramps up US expansion.

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PrettyLittleThing: Who will snap up the struggling Gen Z brand?

As Debenhams Group looks to offload PrettyLittleThing (PLT), Drapers speaks to retail experts and analysts about their thoughts on the youth brand's demise and who is most likely to acquire it.

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Debenhams Group to offload PrettyLittleThing

Debenhams Group, formerly known as Boohoo Group, will offload struggling womenswear brand PrettyLittleThing through a sale process as the group works to restore profitability.

Exclusive
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Debenhams Group suppliers in limbo over late payments

Suppliers to Debenhams Group, whose portfolio includes Debenhams, Boohoo and PrettyLittleThing, have told Drapers that they are owed thousands of pounds in late payments from the group.

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Umar Kamani on PLT’s rebranding: 'We had stopped listening to our customers'

As PrettyLittleThing unveils a new website and logo, Drapers speaks with founder Umar Kamani on his plans to revive the womenswear etailer, from improving quality and sizing to introducing online reviews.

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