Fashion brand PrettyLittleThing launches online store in Saudi Arabia

The British retailer is known for its use of curvy models to help promote body positivity

Online site PrettyLittleThing has launched in Saudi Arabia. Courtesy PrettyLittleThing
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British fashion retailer PrettyLittleThing has just gone live in Saudi Arabia with the launch of a new website.

Aimed at the fashion-savvy customer aged between 16 and 35, the site will also be available in Arabic, a first for the UK brand.

In Saudi Arabia, the PrettyLittleThing website is also available in Arabic. Courtesy PrettyLittleThing
In Saudi Arabia, the PrettyLittleThing website is also available in Arabic. Courtesy PrettyLittleThing

One of the reasons the company has resonated with shoppers is its acceptance of different curves and sizes, and the fact it allows customers to search the site by body shape.

The company also almost exclusively uses curvy models to help promote body positivity, working with famous faces such as Hailey Bieber, singer Teyana Taylor, model Ashley Graham, and even reality star Kourtney Kardashian.

Customers can now shop in Arabic on the new Saudi Arabian site. Courtesy Pretty Little Thing
Customers can now shop in Arabic on the new Saudi Arabian site. Courtesy Pretty Little Thing

Of the launch of the Saudi Arabian site, PrettyLittleThing owner and chief executive, Umar Kamani, said: "We are so excited to further propel our presence into the global scene and continue to acknowledge and empower the women of the GCC, by inspiring them to narrate their own stories in PrettyLittleThing."

In addition to fashion and accessory options, the site also offers beauty and even homeware.

PrettyLittleThing's UAE website launched last year. The company is owned by the Boohoo Group, which earlier this year bought UK department store chain Debenhams for a reported £55 million.

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