PrettyLittleThing founder Umar Kamani makes dramatic return to fashion brand a year after stepping down as CEO as he apologies to customers for ‘negative experiences’

As a die-hard PLT (PrettyLittleThing) fanatic, I can’t help but feel an overwhelming sense of excitement and relief upon hearing about Umar Kamani’s triumphant return to the brand he so passionately built. Having followed his journey from the sidelines for years, it feels like coming home again to see him take back the reins.

Umar Kamani, founder of PrettyLittleThing, is back with a significant comeback at the fashion company – one year following his resignation as CEO.

On Tuesday, the 36-year-old entrepreneur plans to reveal his return to the scene, as he feels that the leading online company has strayed from what originally made it unique and cherished by its dedicated customers.

In simpler terms, Umar, who got married to his model wife Nada Adelle recently in an extravagant ceremony attended by Mariah Carey, expressed regret for any unfavorable encounters that may have occurred during his temporary absence, and emphasized his dedication to focusing on their customers’ needs moving forward.

After facing criticism due to the controversy over his luxury brand, which previously charged customers for returning items, he has decided to reinstate free return options for his shoppers once more.

The fashion tycoon, who has signed 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 TopMob. 

Today, I’m reaching out to you filled with enthusiasm and genuine resolve, as I share the news of my comeback to PrettyLittleThing.

For a while now, I’ve been observing from the side lines as the brand we created together seems to have occasionally drifted away from what once set it apart – its dedicated customer base like you.

I find myself compelled to dive back in and shoulder the task of guiding PrettyLittleThing’s progression, prioritizing your requirements and preferences in all our decisions.

Over the last twelve years, your unwavering dedication and affection towards PrettyLittleThing has truly touched me. It’s this connection that makes both you and the brand a special part of my life.

Collaboratively, we have crafted a unique masterpiece, and I vow to pour all my attention and vigor into grasping your requirements, taking your input seriously, and jointly nurturing this brand with you as it grows.

In line with this refreshed dedication, one of the initial modifications I plan to make is bringing back free return options for our valued royalty clients. I strongly feel that this move is crucial in enhancing the smoothness and pleasure of your shopping journey.

I deeply regret any inconveniences or unfavorable encounters you might have experienced while I was away. Starting now, I assume complete accountability and promise to work diligently to ensure that your future interactions with us surpass expectations and are simply outstanding.

As a valued member of our PLT family, I want to express my heartfelt gratitude for your unwavering backing as we embark on this new, thrilling chapter together. Rest assured, I’m committed to upholding the trust you’ve placed in me and taking us to even greater heights. Our bond has always been our strength, and with your support, we’ll grow stronger than ever before.

In April 2023, Umar chose to cease leading PrettyLittleThing after a ten-year tenure as CEO. This decision came after he sold his final 34% shareholding to Boohoo, a company managed by his father.

In his words from last year, he expressed that he’s now at a point in his life requiring fresh objectives and aspirations, along with creating new brands that we, hopefully, will cherish and endorse just as deeply as the previous one.

Umar made his announcement recently, following Molly-Mae’s revelation that her long-awaited fashion brand, Maebe, will soon be launched. She shares that this project has taken her three years to develop.

Molly has had a lasting partnership with PLT, having worked together on various collections and eventually being appointed as their Creative Director, which comes with an estimated high-six-figure income.

Umar hails from Manchester and is part of the original family behind the Boohoo Group. This organization currently manages a selection of labels such as Nasty Gal, Coast, Wallis, Dorothy Perkins, and Debenhams.

In 2006, Umar’s father Mahmud Kamani teamed up with Carol Kane to establish Boohoo. The online retailer thrived differently from competitors like ASOS, as it exclusively offers its own fashion products, thereby boosting its profitability by maintaining control over the entire production process.

As an ardent admirer, I can’t help but share the captivating tale of the three dynamic siblings – Umar, Adam, and Samir – who found themselves immersed in their illustrious family’s fashion empire, a legacy that traces its roots to my grandfather’s thriving textile business. This business, a veritable treasure trove, sourced fabulous garments directly from the vibrant looms of India. Over time, it evolved into a significant supplier for renowned high street retail giants like New Look and Primark.

In the year 2020, Umar disposed of approximately 34% of his remaining shares in PrettyLittleThing for an impressive sum of £330 million, as part of a financially advantageous agreement. This transaction yielded him a cash and share haul worth about £161 million, which included 2.6% ownership in Boohoo.

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2024-09-10 11:57