PrettyLittleThing signs sponsorship deal with TV channel

Manchester-based fashion brand PrettyLittleThing is looking to expand its links with the celebrity world with the announcement of a 12-month sponsorship agreement with TV channel E! Entertainment.

PrettyLittleThing launched Kourtney Kardashian's first solo clothing line last year - Photo: PrettyLittleThing

The brand, which targets 16 to 24 year old women, will sponsor TV programmes such as WAGS LA in the UK and Ireland and Khloe Kardashian’s Revenge Body in France, in addition to its existing sponsorship of Life of Kylie in Australia.

PrettyLittleThing was built around the idea of celebrity-inspired fashion, and launched a clothing collaboration with reality TV star Kourtney Kardashian in October last year. It has also previously collaborated with A-listers including Rita Ora, Nicki Minaj and Kylie Jenner.

“Our typical customer is obsessed with all things celebrity and style and E! is the number one destination for reality and entertainment,” said brand CEO Umar Kamani.

“We’ve got ambitious growth plans and I’m looking forward to driving PrettyLittleThing and E!’s matching values and association with celebrity fashion on a multi-territory scale.”

Founded in 2012 and acquired by Boohoo Group for £3.3 million in 2016, PrettyLittleThing has quickly become a global destination, beating luxury houses including Gucci and Louis Vuitton as the brand with the highest online search interest.

The new sponsorship deal could help the brand hit the £80 million mark, after it announced revenue of £73.8 million (up 191%) in the four months to the end of December 2017.

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