Nicki Capstick, the chief marketing officer at PrettyLittleThing, has exited the fast fashion company after an impressive decade-long career.
- Capstick joined PrettyLittleThing in 2015 and swiftly climbed the ranks, ultimately becoming CMO in August 2023.
- Her decision to step down coincides with the return of the brand’s founder, Umar Kamani, who has taken charge of all operations without a formal title.
- Before her tenure at PrettyLittleThing, Capstick was a senior marketing executive with Missguided and also worked at LittleWoods Clearance.
- Kamani’s return is viewed as a transformative phase for PrettyLittleThing, aimed at enhancing customer focus in all business decisions.
Nicki Capstick’s departure marks the end of a significant era at PrettyLittleThing, where she played a crucial role in shaping the brand’s marketing strategies. Throughout her ten-year journey with the company, she advanced from her initial position as a marketing manager to head of marketing, then marketing director, and finally, to chief marketing officer. Her leadership saw PrettyLittleThing’s brand presence flourish across different markets.
Prior to her impactful contribution at PrettyLittleThing, Capstick gained valuable experience in the fashion industry through her roles at Missguided and LittleWoods Clearance. Her strategic insights and leadership skills were evident during her three-year stint as a senior marketing executive at Missguided, which laid a strong foundation for her subsequent achievements.
Capstick’s decision to step down comes at a time when Umar Kamani, the founder of PrettyLittleThing, has made a notable return to the business. Kamani, who does not hold a specific job title, is now responsible for overseeing all operations. His comeback is intended to signify a fresh start for PrettyLittleThing, emphasizing customer-centric business strategies. Kamani has expressed his vision to prioritize customers in every business decision, suggesting a shift in focus for the fashion giant.
This leadership transition suggests a pivotal moment for PrettyLittleThing, as the company aims to adapt to new market challenges while staying attuned to customer needs. As Kamani steps back into a leadership role, his influence is expected to guide PrettyLittleThing towards a renewed chapter of growth and innovation.
Nicki Capstick’s departure and Umar Kamani’s return signal an important transition for PrettyLittleThing’s future strategy.
