Umar Kamani returns to PrettyLittleThing, promising customer-focused changes.
- Kamani, who had stepped down last April, is now reinstated, overseeing all operations.
- Free returns for loyalty members are being reinstated shortly after their removal.
- Past strategies will be reviewed, prioritising customer satisfaction in decision-making.
- Under Kamani, PrettyLittleThing rose to fame but recently faced financial challenges.
Umar Kamani has decided to return to PrettyLittleThing, expressing intentions to revitalise the brand and focus intensely on customer needs. This move, as he describes, is a ‘new chapter for the fashion giant.’ Although he does not hold a specific title, Kamani will oversee all operational aspects of the business.
To enhance the customer experience, one of Kamani’s initial actions is to reintroduce free returns for members of PrettyLittleThing’s loyalty programme. This comes only three months after the retailer had previously scrapped this facility.
Kamani is set to evaluate and potentially reverse some of the more significant changes the company had implemented in his absence. His overarching goal is to align the brand’s strategies with the customers’ best interests, ensuring their satisfaction remains a top priority.
During Kamani’s previous leadership, PrettyLittleThing quickly gained international recognition through strategic collaborations with famed personalities such as Kylie Jenner, Jennifer Lopez, Naomi Campbell, and Molly-Mae Hague, who was appointed creative director. Despite this, the company has recently experienced a decline in financial performance, with revenue dropping from £712.2 million to £634.1 million for the year ending February 28, 2023, and pre-tax profits plummeting from £75 million to £22 million.
Acknowledging these challenges, Kamani has publicly expressed accountability for any negative consumer experiences during his time away. He is committed to moving PrettyLittleThing forward by placing customer expectations at the forefront of every decision. On social media, he stated, ‘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.’
In recent communications, Kamani has been active on social media, inviting customers to share their experiences with PrettyLittleThing since his departure. This engagement indicates his intent to incorporate consumer feedback into future strategies. He affirms his commitment to strengthening the bond with the customer base, fostering a sense of unity and trust within the brand.
Umar Kamani’s return to PrettyLittleThing marks a pivotal moment aimed at rejuvenating the brand and reaffirming its commitment to its customers.
