Young fashion etailer, PrettyLittleThing, has been forced to suspend next-day deliveries and certain special offers as it struggles to keep up with demand.
Umar Kamani, CEO of the Boohoo-owned business, took to Instagram himself to apologise to customers for the potential delays to their orders.
“This is not something we have wanted to do but my number one focus is to never let you, the customer, down. This is a temporary backlog due to unprecedented demand,” Kamani wrote.
“You have all been incredible in supporting PLT throughout our journey. We are scaling the business to ensure we keep you all happy with our service at PLT,” he added.
The post was met with mostly positive responses from the brand’s followers, many of which Kamani responded to personally, commending the CEO for his personal message and for taking ownership of the problem.
PrettyLittleThing was founded by Kamani, son of Boohoo founder Mahmud Kamani, in 2012 as an accessories-only website. It has grown rapidly since moving into ready-to-wear and being at the forefront of the influencer-marketing movement.
At the end of 2016, Boohoo acquired a 66% stake in the business and it has been a stand-out performer for the group, which also owns former LA-founded young fashion brand Nasty Gal. Last month, Boohoo revealed that PrettyLittleThing had achieved a 158% growth in sales hitting £97.2m in the three months to 31 May.
The business is also opening an HQ and influencer lounge on LA’s Melrose Avenue as it seeks to position itself closer to the influencers and celebrities who have been central to its success.