PrettyLittleThing is bringing back brick-and-mortar with a new showroom

Brick-and-mortar is back, prove the e-commerce giant PrettyLittleThing (PLT), which opened the doors of its new showroom in Central London this week.

Fashion retailer PrettyLittleThing has invested in a brick-and-mortar office and showroom in the heart of London’s Oxford Circus. The Manchester-based company, part of the Boohoo Group, has splashed its 4,375 square feet of showroom in its signature pink color.

Following similar successful openings in Paris, Miami and Los Angeles, the new space is a gathering-only showroom that welcomes influencers, press, celebrities and stylists.

On the two-level location, the retailer will host events for influencers and celebrities, providing a place for them to explore brands, try on clothes, and create content between attractive and photo-worthy brews. The space showcases not only clothing, but also PLT home appliances, accessories and an area dedicated to cosmetics and make-up.

In partnership with production agency We Are Studio Dream, PLT transformed the space into a “brand-name pink paradise”.

The brand held an opening party in the showroom on Wednesday, welcoming influencers and celebrities like Liam Payne, Molly Mae and Gemma Owen. Rapper ArrDee also gave a special performance to celebrate the opening.

PrettyLittleThings Director of Marketing, Nicki Capstick, commented: “We are thrilled to be opening another iconic showroom in the heart of London. Since launching in 2012, we have built a strong showroom portfolio and are excited to expand our offerings to the talent pool we work with across the UK .

“Our UK based team has grown tremendously over the last 11 years and this new space will allow us to bring the experience that our Influencers, Talent and press have to our international showroom.”