Every inch of Umar Kamani’s sprawling office is a different shade of garish, improbable pink. The rooms are pink, the retro-style telephones are very pink, and motivational messages imploring staff working at his online clothing giant, Pretty Little Thing, to channel ‘good vibes only’ are blazoned across the walls in neon candy hues.
A gigantic winged unicorn in one corner has been artfully dressed for the festive season in a series of oversized pink bows and strings of glittering diamante. Subtlety, it seems, has no place here, in the headquarters for what has swiftly become a global retail phenomenon.
Boohoo Group PLC (LON:BOO) operates as an online fashion retailer in the United Kingdom, rest of Europe, the United States, and internationally. The company also provides its products under the boohoo, boohooMAN, PrettyLittleThing, Nasty Gal & Miss Pap brand names.