Photo supplied by PrettyLitteThing

Islamic Lifestyle

UK fast fashion e-commerce PrettyLittleThing launches curated modest wear collection on new Arabic site

UK-based fast fashion e-commerce PrettyLittleThing has launched an Arabic site that offers a “highly curated” modest wear collection, including a Ramadan and Eid al Fitr edit. 

PLT head of Middle East and North Africa Sufeena Hussain told Salaam Gateway the company is seeking ways to grow and expand in the Middle East.

“The Arabic website is dedicated to women across the MENA region, specifically UAE, KSA, Kuwait, Bahrain, Oman, and Qatar,” said the Dubai-based Hussain.

The Arabic site that carries the .sa domain, and its app, retails everyday wardrobe staples to modest swimwear and occasion pieces. It also sells beauty and skincare products, accessories, and shoes.

Orders from the Middle East are shipped from PLT’s warehouses in the UK.

European fashion retailers and brands are increasingly going online and diversifying their geographical reach as brick-and-mortar sales at home were hit by the COVID-19 crisis last year.

Most recently, Hugo Boss made its online store accessible to the Gulf countries, as well as Egypt and Turkey, and Diesel’s e-commerce platform targeted the UAE and Saudi Arabia.

In the Arabian Gulf, e-commerce is booming. Major fashion e-commerce site Namshi, owned by Dubai’s Emaar Malls, reported a 28% rise in sales in 2020, with revenues from Saudi Arabia up by 50%.

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