PrettyLittleThing to launch Devon hotel in response to staycation demand

Boohoo Group owned fashion retailer PrettyLittleThing is opening a four bedroom hotel in an undisclosed location in Devon, expected late Summer 2021.

It’s a brand extension that’s described as a “luxury, multi-million-pound staycation house that rivals that of the Love Island villa,” tuning in to the staycation demand in the UK due to continued overseas travel restrictions.

A stay at the PrettyLittleThing Hotel will include luxury accommodation, custom PrettyLittleThing merchandise, onsite entertainment, a private chef and luxury catering, first class travel to and from the hotel, spa amenities, a swimming pool and wellness guru, and even a make-up artist.

Following a successful year of growth in ecommerce, the brand has decided to “test the waters in new industries” and provide another touchpoint for its audience.

The hotel is kitted out completely with PrettyLittleThing homeware and guests will receive PlentyLittleThing products during their stay, as well as “special surprises” and discounts.

Demand for staycations this year is reportedly up an astonishing 14,400% in the UK, which has led to staycation venues all over the country selling out this summer.

The PrettyLittleThing Hotel promises guests “the ultimate staycation with their friends this summer.” It’s the fashion retailer’s first endeavour in the hospitality industry, but plans have been in the making for some time.

Nicki Capstick, Marketing Director at PrettyLittleThing, said: “The PrettyLittleThing Hotel is something we have been excited to launch for a long time. We've carefully curated the decor and homeware from our own range to create the ultimate staycation destination this summer. We’re looking forward to welcoming our first guests and ensuring that they have the most incredible getaway after over a year of being unable to travel.”

A competition for early bird guests is currently live with late summer availability bookings launching soon. There will be three winners in total, with each winner receiving a two night stay for them and two guests, meaning there will be a total of three groups of three friends. The competition closes on 5 July, and the winners will be announced on 6 July.