PrettyLittleThing founder Umar Kamani re-joins the company, signalling significant changes ahead. His return marks a strategic move towards prioritising customer needs and overcoming recent challenges.
- Kamani has pledged to revamp the brand’s operations to meet customer expectations better.
- Free returns for loyalty members will be reinstated, indicating immediate changes under his leadership.
- The brand aims to reclaim its position amidst competition and economic pressures that have impacted profits.
- Kamani shares a personal commitment to addressing past missteps and guiding the brand forward.
PrettyLittleThing founder Umar Kamani is making a return to the helm of the fashion retailer, a move that indicates a fresh direction for the company. Overcoming some recent hurdles, Kamani aims to realign the brand’s focus on customer satisfaction as a key strategic goal.
In an effort to restore some of the benefits previously removed, Kamani plans to reintroduce free returns for members of the PrettyLittleThing loyalty programme, a significant move just months after this perk was discontinued. His leadership intends to address and revise some of the more drastic changes made in recent times, with a strong emphasis on putting customer needs first.
Under Kamani’s prior leadership, PrettyLittleThing had expanded into a global fashion powerhouse, known for its high-profile collaborations. However, recent years have seen a downturn in profitability due to economic pressures such as the cost-of-living crisis and increased competition from other fast fashion brands like Shein. Revenue fell to £634.1 million from £712.2 million, with pre-tax profits plummeting from £75 million to £22 million over the last fiscal year.
Kamani’s return is not only a promise of business realignment but also a personal commitment to the customers. In his own words, shared via Instagram and social media, Kamani expressed a strong will to reconnect with PrettyLittleThing’s loyal customer base, acknowledging their role as the backbone of the brand’s success. He assured that future business decisions would be heavily influenced by customer feedback and experience.
He recognised past oversights during his absence and accepted responsibility, assuring customers that their experiences with PrettyLittleThing will be a priority moving forward. Kamani’s message to the clientele underscores a renewed vision for the brand, aiming to strengthen its market presence and create a sense of enhanced community and loyalty.
Umar Kamani’s return symbolises a pivotal moment for PrettyLittleThing, promising a customer-centric and revitalised future.
