PrettyLittleThing founder Umar Kamani is returning to the fast fashion retailer as he vows to make the brand special again.

Kamani, who stepped down last April, said his return “marks the beginning of a new chapter for the fashion giant” as he looks to “put customers at the forefront” of every business decision. He doesn’t have a specific job title but will be in charge of all operations.

One of Kamani’s first actions will see the reintroduction of free returns for members of PrettyLittleThing’s loyalty programme just three months after the retailer scrapped the perk.

He will also review “some of the more drastic changes made in recent times” and will focus on “prioritising customer needs, ensuring that every decision reflects their best interests”.

Under Kamani’s leadership, PrettyLittleThing grew into a global fashion leader known for its collaborations with celebrities including Kylie Jenner, Jennifer Lopez, Naomi Campbell, Doja Cat and Molly-Mae Hague, who it later appointed as creative director.

In recent years, its profits have waned amid the cost-of-living crisis, inflation and fierce competition from the likes of fast fashion giant Shein.

For the year to February 28, 2023, its revenue fell from £712.2m to £634.1m while its pre-tax profits plunged from £75m to £22m.

The returning chief executive promised customers “can expect even more exciting changes on the horizon, driven by their feedback and needs”.

The founder shared in an Instagram post: “Over the past few years, I’ve watched from the sidelines as the brand we built together has, at times, lost touch with what made it so special – you, our loyal customers.

“This has driven me to step back in and take on the responsibility of steering PrettyLittleThing forward, putting your needs and desires at the forefront of every decision we make.

“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.

“Thank you for your continued support and for giving me the opportunity to guide PrettyLittleThing into its next exciting chapter. I won’t let you down. We’ve always been one big PLT family, and now we will be stronger than ever.”

Kamani teased a return to PrettyLittleThing last week, when he posted on X – formerly Twitter – asking followers to share their shopping experience with the brand since he left.

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