An Interview with Jenny Liu from Bomb Petite

Bomb Petite is a brand which was founded by Jenny Liu and is the first website in the UK and US that specialises in clothing exclusively for women 5ft 4 and under, classing them as “petite”. Bomb petite is an online marketplace which features over 25 retailers and 140 brands allowing petite women to choose fashionable blouses, dresses, jeans and discuss style tips too. It has been described as “more than just a website – it is an online community for petites” by InStyle! 

What does your business do?

Bomb Petite is the global fashion destination for petite women, those of us 5’4 or 163 cm and under. We put the joy into getting dressed by creating and curating the most sophisticated premium fashion, seamlessly blended with up-to-the-minute styling inspiration and advice. We serve as a one-stop-shop for petite women offering styles from independent designers as well as from our in-house line. It’s also a community of like-minded, clothes-obsessed petites to browse, shop and connect through their shared #shortgirlproblems.

What were your inspirations for setting it up?

Over 86 million women in the UK and US women fall into the petite size category; meaning that 50% of the female population in these countries is actually under 5’4″. It’s not a niche market, but actually a market-miss with a need that’s yet to be properly tapped in to. If you wear a size 10 on your feet, you wouldn’t be offered to shop a size 11 and just manage, such as by wearing thicker socks. So, clothing should be no different. As a petite woman myself, I spotted this gap in the market and decided to do something about it.

How does your business run?

We run a marketplace model. Our partnership with independent designers means they take care of logistics so we don’t hold any stock. Even our in-house label is made-to-order with a 48-hour turnaround. The editorial content serves as an online fashion magazine and advertising channel.

The industry and how you fit into it or challenge the market?

At present, there are a few brands that carry a petite range. However, there is no singular online destination where petites can browse content, shop and be a part of a community, all aimed specifically at petite women. That’s where Bomb Petite comes in. We hand-select clothing from independent designers and every piece is sized for smaller frames. All of our content is also specifically targeted at petite women, making it a one-stop-destination for styling advice and shopping.

What you hope for the future of your business?

We’re looking to continue to grow and better serve those 86 million petite women. Plans are to advance internationally, particularly as 75% of our audience is already coming from outside the UK.

Bomb Petite Collection: petite dress in royal blue from Bomb Petite on Vimeo.