Pretty Little Thing launches UAE website: UK-born clothing brand now in Emirates

The e-commerce brand is celebrating the launch with a 25 per cent discount on clothes and accessories

Pretty Little Thing has launched its UAE website. PLT

After months of teasing via outdoor and digital ads that the platform would be arriving in the country, affordable e-commerce brand Pretty Little Thing has launched a UAE website.

The UK-born fashion site, which has quickly become one of the country’s biggest online platforms since its founding in 2012, now offers its full range of clothing and accessories for delivery to UAE customers.

Prettylittlething.ae officially launched on Monday, June 22.

It only sells its own brand, and is definitely aimed at a younger audience: this is very fast fashion. Over the years, PLT has landed a number of collaborations with big-name celebrities and influencers, including the likes of Hailey Baldwin, Ashley Graham, Maya Jama and the women in Little Mix.

The brand has rapidly expanded to establish websites in the US, Canada, France, Australia and New Zealand, with Kuwait and the UAE the latest additions.

Shoppers will be able to browse and order from thousands of products across ranges, including PLT Plus, PLT Tall and PLT Petite, as well as its beauty and skincare offering.

To celebrate the launch, PLT is offering 25 per cent off clothing and accessories, with the code GET25.

Shipping for all orders costs Dh30, with an estimated delivery time of five days.

Pretty Little Thing was co-founded in 2012 by Umar Kamani and his brother, Adam Kamani. It started as an accessories-only brand with limited products on the site. PLT is owned by the Manchester-based Boohoo group, which also operates Boohoo, boohooMAN, Nasty Gal and MissPap.

Earlier this month, the group also announced the proposed acquisition of struggling high street chains Oasis and Warehouse for £5.25 million (Dh25.2m).