"This has driven me to step back in"
PrettyLittleThing founder Umar Kamani has dramatically returned to the fashion brand, just over a year after stepping down as CEO.
The businessman announced his return following his belief PLT has “lost touch with what made it so special”, their loyal customer base.
Umar apologised for any “negative experiences” during his absence, promising to prioritise their customers going forward.
He made the executive decision following backlash after PrettyLittleThing started charging their “royalty customers” to return items.
It will now reintroduce free returns for those shoppers.
Umar vowed to make PrettyLittleThing “stronger than ever”.
In a statement on Instagram, he said: “I’m writing to you today with both excitement and heartfelt determination as I announce my return to PrettyLittleThing.
“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.
“This has driven me to step back in and take on the responsibility of steering PrettyLittleThing forward, putting your needs and desires at the forefront of every decision we make.
“For the past twelve years, you’ve shown incredible loyalty and love for PrettyLittleThing, and for that, I hold you and the brand close to my heart.
“Together, we’ve created something truly special, and I promise you that my full focus and energy will be dedicated to understanding your needs, listening to your feedback, and evolving this brand alongside you.
“As part of this renewed commitment, one of my first changes will be to reintroduce free returns for our royalty customers, a step I believe is vital to making your shopping experience more seamless and enjoyable.
“I sincerely apologise for any negative experiences you may have encountered during my absence.”
“I take full responsibility from this moment on, and I am committed to making sure your experiences with us are nothing short of exceptional moving forward.
“Thank you for your continued support and for giving me the opportunity to guide PrettyLittleThing into its next exciting chapter.
“I won’t let you down.
“We’ve always been one big PLT family, and now we will be stronger than ever.”
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Umar Kamani stepped down from PrettyLittleThing in April 2023 after selling his remaining 34% stake to Boohoo.
He previously said: “I’m at the stage in my life where I need to set myself new challenges and goals and build new brands that hopefully you all love and support as much as you did with this one.”
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