Umar Kamani, founder of PrettyLittleThing, returns to lead the brand once more, promising pivotal changes.
- Kamani, who previously stepped down, aims to rejuvenate PrettyLittleThing by focusing on customer-centric strategies.
- The initiative includes reinstating free returns for loyalty members and reassessing recent significant changes.
- Kamani’s leadership previously expanded PrettyLittleThing into a globally recognized fashion brand through celebrity collaborations.
- Amid a challenging economic landscape, PrettyLittleThing experienced declining profits, prompting Kamani to take charge again.
Umar Kamani is making a significant return to the fast fashion realm as he resumes leadership at PrettyLittleThing. He has expressed a commitment to revitalize the brand by ensuring customers are central to all business decisions. Kamani’s return is seen as a new chapter for the fashion retailer, one that promises to make it ‘special again’.
One of Kamani’s immediate actions is to bring back free returns for members of PrettyLittleThing’s loyalty program, just three months after the perk was removed. This decision underscores his focus on prioritizing customer needs and ensuring every business operation aligns with their best interests.
Under his previous leadership, PrettyLittleThing became a global fashion leader with celebrity collaborations, including Naomi Campbell and Kylie Jenner. However, the recent economic challenges, such as the cost-of-living crisis and fierce competition, have resulted in a dip in profits. The revenue for the year ending February 2023 fell from £712.2m to £634.1m, with pre-tax profits plummeting from £75m to £22m.
Kamani has conveyed that more exciting changes are anticipated, driven by customer feedback and needs. Speaking on social media, he stated, ‘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.’ He emphasized his commitment to putting customer desires at the forefront of all decisions.
In a bid to regain the brand’s momentum, Kamani has signaled a hands-on approach, taking full responsibility for the brand’s direction. He has apologized for any negative experiences encountered during his absence, vowing to provide exceptional customer experiences moving forward. His return is fueled by a determination to enhance the brand’s bond with its customers, turning the page towards a stronger future.
Umar Kamani’s return to PrettyLittleThing marks a renewed focus on customer needs to rejuvenate the brand amidst challenging times.
