British fashion e-tailer PrettyLittleThing.com (PLT) forgoes the idea of a physical store to opt for a swanky new headquarters in the United States.
Slogging double-digit growth in just two years of its US launch, the fashionable women’s retailer says it wants to understand the market more closely as most of its big ambassadors and collaborations happen in LA.
The new command centre, which will open in 6 to 8 weeks, will be located in the burgeoning retail district of Melrose Avenue. It will enjoy close vicinity to stores such as Alice + Olivia, Sweaty Betty, Restoration Hardware and Zadig & Voltaire.
While it is an office space, the street-facing front will be the ‘influencer lounge’ (similarly to Revolve’s exclusive VIP Social Lounge, also on Melrose) where the brand wants people to ‘come and hang out’.
It will have a photo studio but no retailing will take place as of now. The trendy business space will majorly be used to work on collaborations with influencers and celebrities.
At the moment, the two-storey spot is plastered in a bubble-gum pink, unicorn patterned wallpaper, says ‘Coming Soon’, leading many to believe that a store might be in the works.
Umar Kamani, Founder and Co-CEO, PLT said, “We wanted people to make up their own minds about what it is to make them wait and see. But we like to change the way things work… This is more beneficial for me, to open a country rather than a store.”
This is the retailer’s first office outside of the UK and the main one being in Manchester from where his brother and father handle operations of Boohoo Man and Boohoo Women respectively.
