[2] The company is owned by Boohoo Group and operates in the UK, Ireland, Australia, US, France, Middle East and North Africa.

Since then, the company has expanded and now operates internationally; including the US, Irish, Australian, Middle East, French and Canadian markets.

Celebrities, including Miley Cyrus, Michelle Keegan, Rita Ora, Jessie J and Nicki Minaj, were seen wearing their products.

At this time, the brand also launched their USA site which was celebrated with a Los Angeles party hosted by Kylie Jenner.

In November 2017, the firm drew press attention when it was named one of the top-three fastest-growing fashion companies by Hitwise.

The one-million-square-foot warehouse located in Elizabeth Town, Philadelphia is set to considerably reduce delivery times for American shoppers.

[20] Alongside the warehouse launch, PrettyLittleThing hosted their East Coast Student Pop Up Tour.

[21] The tour saw a pink branded school bus travel across 12 US states and hosted pop ups at a total of 19 college campuses.

[22] They collaborated with American reality television personality Kylie Jenner,[23] who hosted a launch party in Los Angeles.

[40] In June 2019, PrettyLittleThing launched a summer collaboration with American singer, songwriter, record producer Ashanti.

This sale caused a controversy with many sustainable shoppers and activists, who pointed out the poor wages of workers and large amounts of waste that PrettyLittleThing contributes to landfills in Africa.