PrettyLittleThing founder and former chief executive Umar Kamani has announced his return to the e-tailer on social media, vowing to put the needs of its customers first.
Kamani, who was CEO, departed the brand in 2023. Pretty Little Thing said his return in a leadership capacity comes with a “customer commitment at the core” vision, adding it marked a new chapter for the fashion giant.
Announcing the news on Instagram, Kamani – who founded the business with his brother in 2012 - said he brings a “renewed focus” to put customers at the forefront of every decision PrettyLittleThing makes moving forward.
“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.”
Kamani, who stepped down as chief executive of the fast fashion chain in April 2023, went on to promise that his return to the business would mean the reintroduction of free returns for the e-tailer’s “royalty customers,” as he believes it is vital to make the shopping experience “more seamless and enjoyable”.
PrettyLittleThing started charging a 1.99-pound fee for returns in June, a policy that also applies to PLT's royalty scheme members, who pay 9.99 pounds a year for unlimited deliveries in the UK.
He’ll also be “reviewing some of the more drastic changes made in recent times” and said his approach will focus on “prioritising customer needs, ensuring that every decision reflects their best interests. Moving forward, we will be making decisions that reflect our commitment to you, our loyal customers, and ensuring your shopping experience is both enjoyable and fair”.PLT has over 20 million active customers globally and they’ve been promised “more exciting changes on the horizon, driven by their feedback and needs”.It’s worth looking at Kamani’s statement in more depth as it includes some interesting points and an admission that PLT hasn’t always got it right of late, a conclusion that's unavoidable given the backlash it got when it stopped free returns.He said: “Dear PrettyLittleThing Family, I’m writing to you today with both excitement and heartfelt determination as I announce my return to PrettyLittleThing. 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.“For the past 12 years, you’ve shown incredible loyalty and love for PrettyLittleThing, and for that, I hold you and the brand close to my heart. Together, we’ve created something truly special, and I promise you that my full focus and energy will be dedicated to understanding your needs, listening to your feedback, and evolving this brand alongside you.”After promising the free returns comeback, he added: “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.“Thank you for your continued support and for giving me the opportunity to guide PrettyLittleThing into its next exciting chapter. I won’t let you down. We’ve always been one big PLT family, and now we will be stronger than ever.”
“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.
“Thank you for your continued support and for giving me the opportunity to guide PrettyLittleThing into its next exciting chapter. I won’t let you down. We’ve always been one big PLT family and now we will be stronger than ever.”
Kamani didn’t reveal his official job title.
Industry onlookers say the return of Umar Kamani in a leadership capacity at Boohoo-owned Pretty Little Thing is not hugely surprising and is possibly the result of panic over slowing sales. Customers are likely to welcome news Pretty Little Thing is axing its returns charge policy under the direction of the recently reappointed, Umar Kamani, but industry experts say more is needed to boost Pretty Little Thing’s relevance in a “crowded fast fashion market”.
Commenting on the move, Chloe Collins, apparel analyst at GlobalData said it wasn’t a surprise given Boohoo Group runs in the Kamani family.
“The group’s last results for the year ending 29 February 2024 showed revenue down 17.4% and sales are expected to have remained challenging since, as consumer spending has become even more restricted as shoppers battle with the aftermath of high inflation. Kamani’s reappointment likely comes from a bit of panic within the family about the group’s longevity and he is undoubtedly the person who will know the brand best.”
But she warns the fast fashion landscape is becoming more competitive.
“PrettyLittleThing faces huge competition now from global powerhouse Shein, as well as new disruptors like White Fox and Cider, and it has fallen from the top of shoppers’ minds. It’s a good move to reverse the returns charges for PLT’s royalty customers, as this led to a lot of negative press, but much more is going to be needed to boost its relevance in the crowded fast fashion market.”
With over 20 million active customers globally, Kamani’s return reaffirms PrettyLittleThing’s dedication to ensuring every product, campaign, and initiative is designed with the customer in mind.
During his previous tenure as CEO, Kamani transformed PrettyLittleThing into a global fashion leader, securing collaborations with global icons such as Kylie Jenner, Jennifer Lopez, Naomi Campbell, Doja Cat and Molly-Mae.
Looking ahead, he is eager to re-engage with the brand’s diverse and loyal community.
“Coming back gives me the opportunity to reconnect with our customers and make meaningful improvements,” he added.
Kamani stepped down from his role as CEO after 12 years in April 2023, announcing his decision alongside plans to pursue “new challenges” with the potential to “build new brands”.
As PrettyLittleThing embarks on this new era with Kamani back at the helm, the brand said customers can also expect more exciting changes on the horizon, driven by their feedback and needs.
The New Era for PLT
PrettyLittleThing’s comeback strategy involves more than just free returns. Kamani is looking to re-establish the brand’s connection with its core customer base. He plans to focus on understanding customer needs and ensuring that every decision reflects their best interests. This renewed focus on customer experience suggests a shift from the fast-fashion churn and burn model to a more sustainable and customer-centric approach.
The return of Umar Kamani is a significant event in the fast fashion industry. It signals the end of an era and the beginning of a new one, where customer engagement and satisfaction are paramount. Only time will tell whether Kamani’s comeback will be a success or whether PrettyLittleThing will fall further behind in the fast-paced world of fashion.
The Future of PrettyLittleThing
It remains to be seen if Kamani’s return can revive PrettyLittleThing’s fortunes. The fast fashion landscape is fiercely competitive, and the company faces significant challenges in regaining its lost market share. With the rise of Shein and other new disruptors, PrettyLittleThing must offer more than free returns. It needs to develop a distinct brand identity, deliver on its promises of customer-centricity, and stay ahead of the trends in a rapidly evolving market.
Kamani’s return has certainly generated headlines, but it’s not enough to guarantee success. Only time will tell whether the company can truly navigate its way back to relevance and re-establish itself as a leading player in the fast fashion world.
A New Beginning?
Umar Kamani's return to PrettyLittleThing marks a turning point for the brand. The success of this new era will depend on his ability to understand and address the needs of his customers, as well as his strategic vision for navigating the ever-changing fast fashion landscape. It remains to be seen whether Kamani can effectively revitalize the brand, but his return marks a new chapter for PrettyLittleThing, one that could potentially lead to a brighter future.
