Alice HallPink Boutique has announced major expansion plans as well as a recruitment programme which has taken its workforce to 52, to meet growing demand for online sales of its glamorous womenswear.

The e-retail firm, which was founded four years ago with a £90 initial investment has grown to annual sales of £12m, shipping 2,000 garments every day.

Now, Pink Boutique has unveiled six-figure expansion and recruitment plans, including the creation of new state-of-the-art photography studios.

Creative director Alice Hall said: “We have already moved Pink Boutique from our original warehousing base in Blaydon, Gateshead, across the river to larger premises in Newburn.

“Now, due to ever-increasing demand for our products, we’re thrilled to be expanding again. Not only are we taking on extra space, but we are creating purpose-build photography studio facilities.

“As a fashion retailer, our imagery is incredibly important to us, so we wanted to create a space where we’re able to get high quality shots of our models showcasing Pink Boutique’s latest collections.”

As well as the expansion, Pink Boutique is investing in its Buying and Creative teams, with a series of new appointments, taking its workforce to 52.

Caroline Smith joins Pink Boutique as Marketing Director, having spent 14 years with outdoor brand Berghaus as Global Head of Marketing. Former Head of IT at both Benfield and Newcastle United, Gary Gray brings a wealth of knowledge and experience to the firm.

Other appointments include experienced buyers from Missguided and Harrods, an online training manager from John Lewis, and a Buying and Merchandising Manager from Asda.

Pink Boutique originally launched with a £45 investment from Alice, and an equal amount from her mother Julie Blackie, who is now finance director. The pair sold clothes on eBay, until it became apparent that Pink Boutique was hugely scalable.

Alice added: “The journey so far at Pink Boutique has been incredible. In four years, we’ve grown from a tiny initial investment to one of the UK’s fastest growing e-commerce enterprises.

“Our latest expansion and recruitment programme is just the latest step in our ambitious growth plans.”