PrettyLittleThing to open new head office in Los Angeles

London - PrettyLittleThing, the fast-fashion brand owned by Boohoo.com, is set to open a new head office in Los Angeles. The move marks the brand’s debut office outside of London and Manchester, as the brand aims to expand its reach.

PrettyLittleThing is set to open its office, complete with an influencer focused lounge, private showroom and photo studio 8587 Melrose Avenue, next to AllSaints and near other fashion labels such as Zadig & Voltaire, Rag & Bone, Lululemon and Sweaty Betty.

“There’s no brick-and-mortar in the plan. It’s more profitable for me, and more beneficial for me, to open a country rather than a store,” said Umar Kamani, co-CEO and founder of the brand to WWD. Kamani, who has a five-year visa to work in the US, aims to spend more of his time in West Hollywood to help grow the brand overseas.

The new space will include an influencer lounge on the ground floor with gifting only, which sits in line with the brand’s current direction. Rather than associating PrettyLittleThing with catwalk inspired fashion, Kamani has linked the brand to fun fashion pieces which are worn by growing number of celebrities and influences. “I’ve spent quite some time in L.A. now and for what PLT is as a brand — we are a very glamorous brand and I feel L.A. is a glamorous place — the whole vibe and ambiance are very linked.”

PrettyLittleThing has been growing rapidly over the past few years following its launch in the US two years ago. Boohoo reported that the fast-fashion achieved 228 percent growth in sales in its end of year results, published last month.