The founder of PrettyLittleThing is returning to the business some 18 months after stepping down.
Umar Kamani, who quit as chief executive in April 2023, said the Boohoo-owned fast fashion retailer has ‘at times lost touch with what made it so special’.
‘This has driven me to step back in and take on the responsibility of steering PrettyLittleThing forward,’ added Kamani, whose family owns Boohoo.
Return: Umar Kamani (pictured with wife, Nada), quit as PrettyLittleThing chief exec in April 2023
Chief operating officer Tom Binns and chief marketing officer Nicki Capstick will continue to share chief executive duties. Kamani, 36, is returning in a leadership role and will work with Capstick and Binns.
He said he would bring back free returns for ‘royalty’ customers who pay £12.99 for unlimited free deliveries. This step ‘is vital to making your shopping experience more seamless and enjoyable’, he told customers.
Fast fashion firms have been trying to crack down on high returns rates, with Asos last week announcing a charge for some customers.
A spokesman for Boohoo said: ‘We are delighted to have welcomed Umar Kamani, the founder of Pretty Little Thing, back to the business.
Umar’s fashion-forward vision built Pretty Little Thing into the stylish and relevant fashion brand it is today, and his return signifies an exciting chapter ahead for the brand.’
PrettyLitteThing was co-founded by brothers Umar and Adam Kamani in 2012 and took off alongside rivals Asos and Nasty Gal.
It was bought by Boohoo in 2017. Boohoo was set up by Mahmud Kamani – Umar and Adam’s father – in 2006.
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