Umar Kamani returns to PrettyLittleThing with 'renewed focus' on customer journey
Umar Kamani is returning to the helm of PrettyLittleThing, marking the beginning of a "new chapter" for the fast fashion giant following his exit from the company last year.
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.
"I’m writing to you today with both excitement and heartfelt determination as I announce my return to PrettyLittleThing," reads the post from Kamani on social media.
"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."
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.
One of his first actions will be reintroducing free returns for the fashion brand's royalty customers—those who are part of PrettyLittleThing’s loyalty programme—a step aimed at improving the shopping experience.
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.