PrettyLittleThing’s founder Umar Kamani makes a significant return, promising pivotal changes.
- Kamani plans to reintroduce consumer-friendly policies and strengthen brand identity.
- The brand aims to recuperate from recent financial declines amid market pressures.
- Historical ties to celebrity partnerships will play a role in Kamani’s strategic plans.
- Kamani is committed to reshaping customer experience, taking full responsibility.
Umar Kamani, the founder of PrettyLittleThing, is back at the forefront of the company after stepping down last April. He has not assumed a specific job title, yet he oversees all operational aspects, focusing intently on returning the brand to its foundational values.
One of Kamani’s first initiatives includes the reintroduction of free returns for loyalty programme members, a benefit removed only three months prior. This decision underlines his commitment to aligning company policies with customer interests.
In his absence, PrettyLittleThing experienced a drop in revenue from £712.2 million to £634.1 million and a sharp decline in pre-tax profits from £75 million to £22 million, challenges exacerbated by external economic factors. Kamani seeks to address these declines by prioritising customer feedback and needs.
The return of Kamani heralds a revival of past strategies that propelled the brand to international fame through high-profile celebrity collaborations. Collaborations with figures such as Kylie Jenner and Jennifer Lopez played crucial roles in the brand’s earlier success.
Expressing regret for any customer dissatisfaction experienced during his time away, Kamani has vowed to enhance the company’s service quality. “I sincerely apologise for any negative experiences you may have encountered during my absence,” he stated, affirming a customer-first approach in future planning.
Kamani’s reinstatement promises an exciting transformation for PrettyLittleThing, focused on customer-centric growth.
