Manchester-based PrettyLittleThing named fastest growing online fashion brand

PrettyLittleThing (PLT) is now the fastest growing fashion brand on the web, new data has shown.

According to the Fast Fashion report from consumer insight company Hitwise, Manchester-based PLT’s online presence is growing faster than any of its competitors, with the number of people visiting its website growing by 663% since 2014.

The increasing web traffic, according to PLT, led to a year-on-year sales increase of 400% in the 12 months to February 2016.

PLT was founded in 2012 by 29-year-old entrepreneur Umar Kamani.

The firm’s growth has been partly attributed to help from social media stars, including Kylie Jenner, Sofia Richie and Lucy Mecklenburgh.

Today, PLT operates from its HQ at Wellington Mill in Ancoats, employs more than 500 staff and has an additional office in LA to support its expansion in the US.

Further growth has been achieved in various territories overseas, including Ireland, France and Australia.

PrettyLittleThing chief executive Umar Kamani said: “Speed has been instrumental to the success at PLT.

“We have an extremely talented team who work relentlessly to spot the latest trends and ensure we can add new items to the site within a matter of days.”

He continued: “Our customers are constantly on the lookout for a perfect dress for their next night out and our affordable price tags allow them to achieve regular wardrobe updates – even on the tightest budgets.

“By forging relationships with celebrities and reality stars who have become ambassadors of the brand it has enabled us to drive mass awareness of PLT, both in the UK and overseas. I am confident that the business will continue to grow at an exponential rate and look forward to the coming years as we enter new markets across the globe.”

At the end of last year, PLT was acquired by online fashion giant boohoo.com in a deal valued at £3.3m.