Diversification in the fast fashion industry continues apace, with fashion brand PrettyLittleThing opening its own hotel in rural Devon to tap into the staycation boom.
Demand for staycations this year is up around 14,400% in the UK, which has led to staycation venues all over the country to sell out this summer, that’s where global fashion brand PrettyLittleThing come in. The brand announced the launch of the PrettyLittleThing Hotel, the retailer’s first endeavour in the hospitality industry but plans for this have been in the works for a while and due to the demand of staycations this year it was a natural decision to open the doors this summer.
The hotel experience promises to give guests a chance to live the highlife without the need to leave the UK. Located in Devon, sits a luxury, multi-million-pound staycation house that rivals that of the Love Island Villa.
The stay not only involves the kudos of staying in this rarefied treat, but also gives staycatiuoners access to customer PLT merch, a private chef and luxury catering, first class travel to and from, spa, and even a make-up artist.
Nicki Capstick, Marketing Director at PrettyLittleThing says: “The PrettyLittleThing hotel is something we have been excited to launch for a long time. We’ve carefully curated the decor and homeware from our own range to create the ultimate staycation destination this summer. We’re looking forward to welcoming our first guests and ensure that they have the most incredible getaway after over a year of being unable to travel.”
The move is not unique and comes after a number of luxury brands rolled out hospitality and hotel services pre-pandemic. Muji, Versace, Bulgari, Armani, Christian Lacroix and Ralph Lauren have all dabbled in hotels in what is increasingly being called ‘experiential retail’. PrettyLittleThing is among the first more mainstream fashion brands to dip its manicured toe in the water.
Find out more about how luxury brands and fashion retailers are diversifying in the RetailX sector reports on Luxury 2021 and Fast Fashion 2021.