A private limited company is a legal entity in its own right, separate from the people who own it, those being the shareholders. The limited liability, potential tax advantages, and the simplicity of running this type of company make this the most common business type in the U.K.
As a shareholder of a private limited company your possessions remain separate (unless they are secured against the business for borrowing), and your risk is reduced to only the money you have invested in the company and any shares you hold which you have not yet paid for.
In addition to limited liability this form of company is also considered to be more prestigious by other companies and the general public due to its legitimate nature and the way important information at Companies House.
New look are a clothing chain that are based in the U.K. They trade as a Private Limited Company