The Industry Interview: Shafiq Hassan, co-founder, Ninety Percent

Launched in 2012, Pretty Little Thing is an online fashion retailer aimed at savvy shoppers on a budget and part of the Boohoo group. Founded by Umar and Adam Kamani, sons of Boohoo co-founder Mahmud Kamani, the website drops hundred of new product daily and make runaway styles accessible to everyone. The company also works with high profile influencers who support them in driving the brand and help to create awareness whilst acting as ambassadors. The brand is the fastest growing part of Boohoo, in the final four months of 2019 revenues rose 95% at PrettyLittleThing to £144.2m. Last year it opened an LA HQ and influencer lounge on Melrose Avenue and has just submitted (in March 2019) planning proposal for a new HQ in Manchester.

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