Retail analyst Nick Bubb plays down the issues: “The recent warehouse move from Burnley to Sheffield has been a big focus in the City and there were rumours that it hadn’t gone well, because of some delivery issues, but it was in fact a big success. I have to apologise for any delay on anyone’s orders.” This is a temporary backlog due to overwhelming demand. Kamani admitted on Instagram: “We have regrettably had to turn off next-day delivery and certain discounts in order to catch up with our current orders getting sent out. understood the DNA of companies like Asos and looked to mirror them with great effect.

Few businesses have that degree of clarity. This sentiment is echoed by Daniel Bobroff, chief executive at creative technology firm Coded Futures: “It has a strong understanding of who its customer is and that is vital. “PrettyLittleThing started out as a relatively niche brand in terms of its product base and the amount of options consumers have, whereas Boohoo is more broad. On the current trajectory, it looks like PrettyLittleThing will outgrow Boohoo in a couple of years.”

“The brand has resonated fantastically with the right customer groups,” says John Stevenson, a retail analyst at City broker Peel Hunt. Sales in the six months to 31 August 2018 soared 132% to £168.6m at the fascia, from £72.7m for the same period in 2017, which in turn was an almost fourfold increase (289%) on the same six months in 2016.īoohoo – the core fascia in the group – had sales of £209m for the six months to 31 August this year.Īnalysts believe PrettyLittleThing has a hit a sweet spot in a crowded market. Founded in 2012 by Umar Kamani, the son of Boohoo co-founder Mahmud Kamani, PrettyLittleThing has had a meteoric rise.

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