PrettyLittleThing brings brick-and-mortar back with new showroom

Brick-and-mortar is back, proves e-commerce giant PrettyLittleThing (PLT), which opened the doors to its new showroom in Central London this week.

Fashion retailer, PrettyLittleThing, has invested in a brick-and-mortar office and showroom space in the heart of London’s Oxford Circus. The Manchester-based company, part of the Boohoo Group, has doused the 4,375sq ft showroom in its signature pink hues.

Following the success of similar openings in Paris, Miami and Los Angeles, the new space is an appointment-only showroom welcoming influencers, press, celebrities and stylists.

At the two-level location, the retailer will host events for influencers and celebrities, providing a place for them to explore the brand, try on clothes, and create content amongst the eye-catching and photo-worthy millwork. Not only does the space showcase clothing, but it includes PLT homeware, accessories and an area dedicated to cosmetics and makeup.

Working with the production agency We Are Studio Dream, PLT transformed the space into an "on-brand pink haven".

The brand held an opening party at the showroom on Wednesday, welcoming influencers and celebrities such as Liam Payne, Molly Mae and Gemma Owen. Rapper, ArrDee, also gave a special performance to celebrate the opening.

PrettyLittleThing’s Marketing Director, Nicki Capstick, commented: "We are thrilled to be opening another iconic showroom in the heart of London. Since our launch in 2012, we have built a strong portfolio of showrooms and are excited to expand our offering to the pool of talent we work with throughout the UK.

"Our UK-based team have grown rapidly over the past 11 years and this new space will allow us to bring the experience that our Influencers, Talent and press have in our international showrooms."