Umar Kamani, the founder of PrettyLittleThing, is returning to the fast fashion company, vowing to make the brand special again.
Kamani, who stepped down in April, stated that his return “marks the beginning of a new chapter for the fashion giant” as he strives to “put customers at the forefront” of all business decisions. He does not have a defined job title, but will be in control of all operations.
One of Kamani’s first moves will be to reinstate free returns to consumers who were formerly members of PrettyLittleThing’s loyalty programme, barely three months after the shop discontinued the incentive.
He also stated that he will evaluate “some of the more drastic changes made in recent times” and will focus on “prioritising customer needs, ensuring that every decision reflects their best interests”.
PrettyLittleThing evolved into a global fashion leader under Kamani’s leadership, collaborating with celebrities such as Kylie Jenner, Jennifer Lopez, Naomi Campbell, Doja Cat, and Molly-Mae, who was later appointed creative director.
However, in recent years, its profits have declined due to the cost-of-living problem, inflation, and tough competition from fast fashion behemoth Shein.
The founder shared in an Instagram post, “Over the past few years, I’ve watched from the sidelines as the brand we built together has, at times, lost touch with what made it so special—you, our loyal customers. This has driven me to step back in and take on the responsibility of steering PrettyLittleThing forward, putting your needs and desires at the forefront of every decision we make.”
