The Story
P.Louise was founded by Paige Louise Williams with a £20,000 loan from her grandmother. The brand has grown to sell over 250,000 products monthly, with 3.2 million TikTok followers.
In July 2024, P.Louise broke records with $2 million (£1.5M) in sales during a 12-hour live stream. They sold more than 96,000 items—averaging two products purchased every second.
Then they broke their own record. During their Christmas 2024 collection pre-launch, P.Louise hit $2.7 million (£2M) in just 14 hours. They surpassed their previous record in just 10 hours and 8 minutes.
The key shift? Moving away from heavy discounting and £1 giveaways to premium gift bundles. This quadrupled their average order value and increased total GMV by 35%. P.Louise now holds TikTok Shop's #1 and #2 live sales records in the UK and EU.
"We moved away from low-cost incentives to premium gift options. That single change quadrupled our average order value and increased our total sales by 35%."
— P.Louise Team