PrettyLittleThing
Debenhams Group (legally Boohoo Group plc) · United Kingdom
PrettyLittleThing (PLT) is a Manchester-based online womenswear brand founded in 2012 by brothers Umar and Adam Kamani. It is fully owned by Debenhams Group, the former Boohoo Group, which bought the final minority stake from Umar Kamani in 2020. After exploring a sale in 2025, the group said in January 2026 that it would keep the brand.
| Founded | 2012 |
|---|---|
| Founders | Umar Kamani, Adam Kamani |
| Owner | Debenhams Group (formerly Boohoo Group) |
| Headquarters | Manchester, United Kingdom |
| Segment | Online womenswear |
| Website | prettylittlething.com |
What is PrettyLittleThing?
PrettyLittleThing, often shortened to PLT, is an online fashion brand for young women selling trend-led clothing, shoes, accessories and beauty products. It operates through its own website and app across the UK, Ireland, the US, Australia, France and the Middle East, with offices in Manchester, London, Paris and Los Angeles.
History
Brothers Umar and Adam Kamani launched PrettyLittleThing in 2012. Boohoo Group, co-founded by their father Mahmud Kamani, acquired a 66% stake in early 2017 and bought the remaining shares from Umar Kamani and Paul Papworth in 2020 in a deal valued at more than £260 million. The US site opened in 2016 and a Los Angeles office followed in 2019.
Boohoo Group renamed itself Debenhams Group in March 2025. In the same month PLT relaunched with a new burgundy and pastel visual identity. In August 2025 the group said it was pursuing a sale of PLT, but City AM reported in January 2026 that the sale had been halted and the brand would be retained, citing an improvement in trading.
Products and positioning
PLT targets fashion-conscious women in their late teens and twenties, with a strong focus on going-out wear and social media trends. Its range includes:
- Womenswear, including PLT Plus and other fit ranges
- Shoes and accessories
- Beauty products
- Athleisure and homeware lines
Business model and distribution
The brand is primarily sold direct to consumer online, supported by influencer and celebrity collaborations. It has also used pop-up events and launched a resale marketplace in 2022. Analysts quoted by City AM expect PLT to play a central role in the group's shift to a fashion marketplace model.
Why it matters
PLT is one of the clearest examples of a fashion brand built on social media and influencer marketing. Its strategic future within Debenhams Group is closely watched as a signal of where UK online fast fashion is heading.
Frequently asked questions
Who owns PrettyLittleThing?
PrettyLittleThing is wholly owned by Debenhams Group, the company formerly called Boohoo Group. The group bought the last minority stake from co-founder Umar Kamani and Paul Papworth in 2020.
Is PrettyLittleThing being sold?
Debenhams Group explored a sale of PLT in 2025. In January 2026 it said the brand would be retained after a recovery in trading.