PrettyLittleThing founder Umar Kamani has made a dramatic return to the fashion brand – a year after stepping down as CEO.
The 36-year-old businessman will announce his comeback on Tuesday, saying he believes the online giant has “lost touch with what is so special”, namely its loyal customer base.
Umar, who married his wife Nada Adelle earlier this year in a multi-million dollar wedding that also featured Mariah Carey, apologized for any “negative experiences” he had during his absence and vowed to prioritize his clients in the future.
He made the decision after the celebrity-run label received backlash after charging its “royalty customers” to return items. Now, the brand is offering free returns to those customers.
The fashion mogul, who has signed up the likes of Naomi Campbell, Kylie Jenner, Khloe Kardashian and Molly-Mae Hague as ambassadors over the years, vowed to make PrettyLittleThing ‘stronger than ever’ in a statement shared with MailOnline.
PrettyLittleThing founder Umar Kamani has made a dramatic return to the fashion brand – a year after stepping down as CEO (pictured September 2023)
The businessman will announce his comeback on Tuesday, as he believes the online giant has “lost touch with what is so special”, its loyal customer base (photo April 2023)
Umar apologized for any “negative experiences” during his absence and promised to prioritize their customers in the future
Umar wrote: ‘I am writing to you today with enthusiasm and sincere 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 sometimes lost touch with what makes it so special: you, our loyal customers.
‘This has prompted me to step back and take responsibility for moving PrettyLittleThing forward, putting your needs and wants at the forefront of every decision we make.
‘Over the past twelve years, you have shown incredible loyalty and love to PrettyLittleThing, and for that, you and the brand are dear to my heart.
‘Together we have created something very special and I promise that I will direct my full focus and energy into understanding your needs, listening to your feedback and developing this brand together with you.
‘As part of this renewed commitment, one of my first changes will be to reintroduce free returns for our royalty customers. I believe this is a critical step in making your shopping experience smoother and more enjoyable.
“I sincerely apologize for any negative experiences you may have had while I was away. I take full responsibility from now on and I am determined to ensure that your experiences with us in the future are nothing short of exceptional.
“Thank you for your continued support and for the opportunity to lead PrettyLittleThing into the next exciting chapter. I will not let you down. We have always been one big PLT family and now we will be stronger than ever.”
The fashion mogul, who has recruited the likes of Khloe Kardashian and Molly-Mae Hague as ambassadors over the years, vowed to make PrettyLittleThing ‘stronger than ever’ (photo February 2019)
(photo June 2018)
Umar stepped down as CEO of PrettyLittleThing in April 2023, after ten years of selling his remaining 34 percent stake to Boohoo, which is run by his father.
Last year he said: ‘I’m at a stage in my life where I have to set new challenges and goals for myself and build new brands. Hopefully you all love that and support us as much as I do.’
Umar’s announcement comes days after Molly-Mae confirmed the launch of her new fashion label Maebe, which she said she has been working on for three years.
Molly has a long-standing relationship with PLT, having collaborated with the brand on collections, even being tapped as creative director and reportedly earning a six-figure salary.
Umar, born in Manchester, is a founder of the Boohoo Group, which now owns a portfolio of brands including Nasty Gal, Coast, Wallis, Dorothy Perkins and Debenhams.
Umar’s father Mahmud Kamani founded Boohoo in 2006 with Carol Kane and the website quickly became a success. Unlike rival ASOS, the brand only sells its own clothes, which means its profit margins are higher.
Mahmud’s three sons, Umar, Adam and Samir, naturally became involved in his fashion empire, which goes back to their grandfather. His wholesale textile business, which sourced clothes from India, became a major supplier to high street stores such as New Look and Primark.
In 2020, Umar sold his remaining 34 percent stake in PrettyLittleThing for £330 million as part of a lucrative deal that earned him £161 million in cash and a 2.6 percent stake in Boohoo.