Umar Kamani, founder and former CEO of PrettyLittleThing, has announced his return to the business.
- Kamani aims to restore the brand’s connection with customers, focusing on their needs and desires.
- He will reintroduce free returns for royalty members as one of his first actions.
- Kamani stepped down last April to pursue new goals, leaving leadership to Tom Binns and Nicki Capstick.
- Although not revealing a specific title, Kamani will work closely with current management across various aspects of the company.
Umar Kamani, the founder and former CEO of PrettyLittleThing, has announced his return with a clear mission to reconnect the brand with its loyal customer base. Kamani, who has been observing from afar, noted that the brand had occasionally diverged from the principles that initially captivated its audience. Taking decisive action, he is committed to refocusing the brand’s strategy to meet customer expectations.
One of Kamani’s initial initiatives in this renewed commitment includes reintroducing free returns for PrettyLittleThing’s royalty members, who previously experienced changes to their return policies. This initiative reflects his dedication to enhancing the shopping experience, acknowledging past shortcomings and pledging to rectify them. Kamani stated, “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.”
Kamani originally stepped down from his leadership role in April of the previous year to explore new challenges. During his absence, the company was led by Tom Binns, Chief Operating Officer, and Nicki Capstick, Chief Marketing Officer, who managed the CEO responsibilities jointly from July 2023.
Despite his return, Kamani has not yet confirmed an official job title. However, he is anticipated to take on a full-time role, collaborating extensively with Binns and Capstick. His involvement will span product development, campaign creation, and strategic planning. Kamani’s proactive approach signifies a strong commitment to revitalising PrettyLittleThing and positioning it towards future growth.
Umar Kamani’s return to PrettyLittleThing marks a renewed focus on customer satisfaction and strategic growth.
