"you can clearly see the frustrations in the posts."
PrettyLittleThing founder Umar Kamani has said the quality of his brand’s clothing “isn’t good enough” as he vowed to change the way the company works.
The 36-year-old said he was personally working to improve customer experience after his post prompted negative comments.
On Instagram, Umar explained why some shoppers’ accounts had been blocked.
In June 2024, PLT introduced a £1.99 return fee for all customers, including ‘Royalty’ members who pay a £9.99 annual subscription for unlimited deliveries.
Addressing the decision, Umar wrote:
“It was identified that a number of customers have been consistently returning all of their orders 100% of the time, or most of the time, which suggested these customers were buying, wearing and returning once worn.”
Stating that returns would now be free for Royalty members, Umar said he did not want to “punish the many for the actions of the few” and said the company would now be reviewing each account from now on an individual basis.
The post divided PLT customers, with some praising the brand for taking action.
However, others believed there were other reasons behind the high return rate, such poor quality and inconsistent sizing.
Taking onboard the negative feedback, Umar Kamani said:
“I’m not trying to shy away from anything.
“The size and the quality, if you’re taking the approach of listening to the customer, which we are, isn’t good enough and you can clearly see the frustrations in the posts.
“We have work to do as a business that cares about our customers.”
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Umar Kamani returned to PLT just over a year after stepping down from the fashion brand.
Insisting that his return is not money-related, Umar told Daily Mail:
“I’m not back here for money or anything else, this is personal, it’s my baby.
“I built it from the start and I’m not happy to see the way the customer thinks about the brand, it’s all personal for me.”
He admitted that there had been mistakes in the running of the company in recent years and his intention now is to “bring the beautiful brand back to where it belongs”.
Umar said: “A lot of decisions that have been made and a lot of problems that have occurred have been because of a lack of communication from the business.
“My intention is to come back and obviously we can’t keep doing the same things that we’ve been doing.
“We want to interact with the customer and let the customer shape the future of PLT and I’ll just steer it alongside the customer.”
He has also vowed to respond to every blocked customer, adding that the retailer and customer needed to reach a “more sensible place”.
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