PrettyLittleThing struggles with “overwhelming demand”

Fast-fashion online retailer PrettyLittleThing’s chief executive has taken to social media to warn customers that next day delivery and certain special discounts have been temporarily suspended due to “overwhelming demand”.

In a statement on Instagram, PrettyLittleThings chief executive and founder, Umar Kamani, said: “We have regrettably had to turn off next day delivery and certain discounts in order to catch up on our current orders getting sent out.

“This is not something we wanted to do but my number one focus is to never let you, the customer down. This is a temporary backlog due to overwhelming demand.”

The online fashion retailer aimed at 16-34 year-old women, added on its official Facebook page: “Unfortunately we will temporarily only be able to offer Super Saver delivery to our customers, excluding US. All existing deliveries will be fulfilled as ordered but please do check your tracking details. We are working hard to bring our services back to normal as quickly as we can. Thank you for your patience.”

While Kamani added: “You have all been incredible in supporting PLT throughout our journey. We are scaling the business to ensure we keep you all happy with our service at PLT. We are making improvements everyday.”

Kamani, son of Boohoo founder Mahmud Kamani, went on to add: “I never take your loyalty for granted and I will stand loyal to you. We genuinely care so its my duty to keep you informed. Sorry again.”

A post shared by Umar Kamani (@umarkamani) on

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 earlier this year, and added that it has 3 million active customers.

Image: PrettyLittleThing website


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