PrettyLittleThing is increasing its offline presence with London showroom

Global online fashion retailer PrettyLittleThing (PLT) has signed up to occupy a brick-and-mortar space at 29-31 Great Portland Street in the heart of London's Oxford Circus.

PrettyLittleThing will turn the 4,375 square foot premises into a showroom and office space. This follows similar brick-and-mortar openings in Paris, Miami, and Los Angeles.

The new unit, which is set to open in mid-April, will act as a private showroom and content creator hub, welcoming PLTs portfolio of influencers, press, celebrities and stylists.

It will include a content room, photo studio, working offices, meeting rooms, and showroom space.

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. PLT will be working with the production agency We Are Studio Dream to transform the space into an "on-brand pink haven".

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 has 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."