Umar Kamani is returning to the helm of PrettyLittleThing, marking the start of a “new chapter” for the quick style big following his exit from the corporate final yr.
Asserting the information on Instagram, Kamani – who based the enterprise along with his brother in 2012 – mentioned he brings a “renewed focus” to place prospects on the forefront of each determination PrettyLittleThing makes transferring ahead.
“I’m writing to you at present with each pleasure and heartfelt dedication as I announce my return to PrettyLittleThing,” reads the publish from Kamani on social media.
“Over the previous few years, I’ve watched from the sidelines because the model we constructed collectively has, at occasions, misplaced contact with what made it so particular—you, our loyal prospects.
“This has pushed me to step again in and tackle the accountability of steering PrettyLittleThing ahead, placing your wants and needs on the forefront of each determination we make.
“I sincerely apologise for any damaging experiences you could have encountered throughout my absence. I take full accountability from this second on, and I’m dedicated to creating positive your experiences with us are nothing in need of distinctive transferring ahead.”
With over 20 million energetic prospects globally, Kamani’s return reaffirms PrettyLittleThing’s dedication to making sure each product, marketing campaign, and initiative is designed with the client in thoughts.
As a part of this, one among his first actions will probably be reintroducing free returns for the style model’s royalty prospects—those that are a part of PrettyLittleThing’s loyalty programme—a step aimed toward enhancing the purchasing expertise.
Throughout his earlier tenure as CEO, Kamani reworked PrettyLittleThing into a worldwide style chief, securing collaborations with world icons akin to Kylie Jenner, Jennifer Lopez, Naomi Campbell, Doja Cat and Molly-Mae.
Wanting forward, he’s wanting to re-engage with the model’s numerous and dependable neighborhood.
“Coming again offers me the chance to reconnect with our prospects and make significant enhancements,” he added.
Kamani stepped down from his position as CEO after 12 years in April 2023. He introduced the choice alongside sharing plans to pursue “new challenges” with the potential to “construct new manufacturers”.
As PrettyLittleThing embarks on this new period with Kamani again on the helm, prospects can count on extra thrilling modifications on the horizon, pushed by their suggestions and desires.
