Umar Kamani has announced his return as CEO of PrettyLittleThing, the global fashion brand he founded, in a move aimed at addressing recent challenges and reconnecting with the company’s customer base.
In a heartfelt Instagram post early Tuesday, Kamani acknowledged that the brand had strayed from its customer-centric roots during his absence.
“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,” Kamani wrote.
“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.”
As one of his first actions upon returning, Kamani announced the reinstatement of free returns for members of PrettyLittleThing’s loyalty programme, known as “royalty customers.” This move is part of a broader strategy to enhance the shopping experience and rebuild customer trust.
“As part of this renewed commitment, one of my first changes will be to reintroduce free returns for our royalty customers, a step I believe is vital to making your shopping experience more seamless and enjoyable,” he stated.
Kamani expressed his gratitude for the support of PrettyLittleThing’s customers over the past twelve years and promised to dedicate his full attention to understanding their needs and evolving the brand accordingly. He also took responsibility for any negative experiences customers may have had during his absence.
“I sincerely apologise for any negative experiences you may have encountered during my absence. I take full responsibility from this moment on, and I am committed to making sure your experiences with us are nothing short of exceptional moving forward,” Kamani said.
The fashion mogul’s return is seen as a strategic move to realign the brand’s focus and address recent struggles in maintaining its connection with its customer base. With over 20 million active customers worldwide, PrettyLittleThing has grown into a global fashion powerhouse under Kamani’s previous leadership.
During his earlier tenure as CEO, Kamani elevated PrettyLittleThing to international prominence through high-profile collaborations with global icons such as Kylie Jenner, Jennifer Lopez, Naomi Campbell, Doja Cat, and Molly-Mae. His return signals a commitment to rekindling the brand’s relationship with its diverse and loyal community.
Follow us on
