PrettyLittleThing has announced it is moving into the hospitality industry by opening its own hotel to capitalise on the staycation craze that is gripping the UK.
The demand for staycations has risen an astronomical 14,400 per cent in the UK this year, as the pandemic has limited the chance to holiday abroad.
The fast fashion retailer has said plans have been in the works for some time, with the hotel available for hire through competitions but with plans to take summer bookings soon.
The hotel experience “promises to give guests a chance to live the highlife without the need to leave the UK” and is located in Devon.
The luxury stay includes accommodation for up to three guests, custom PrettyLittleThing merchandise, a private chef and luxury catering, spa amenities including a swimming pool and wellness guru and a makeup artist.
“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,” PrettyLittleThing marketing director Nicki Capstick said.
“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 news comes as the fashion brand recently partnered with Bank Digital to supply it with business intelligence from the growing digital retail space.
PrettyLittleThing has appointed Banks Digital to supply it with business intelligence from the digital retail space.
The Manchester-based company’s area of expertise is in conductive research into markets and competitors and will provide the fashion retailer with daily data reports.
Banks Digital director Paul Banks added: “The digital retail space is like a jigsaw puzzle where brands fight to find the missing pieces.
“We have positioned ourselves as the agency who can provide these pieces and help boost performance within the e-commerce arena.”