Nicki Capstick, PLT’s marketing chief, steps down post a decade of service, as founder Umar Kamani returns.
- Capstick began her PLT journey as marketing manager in 2015, climbing to CMO by 2023.
- Her exit coincides with founder Umar Kamani’s return to the company.
- Kamani’s comeback signals a renewed focus on customer-centric initiatives.
- Capstick’s departure reportedly marks a strategic shift under Kamani’s renewed leadership.
Nicki Capstick, the chief marketing officer of PrettyLittleThing (PLT), has stepped down after dedicating a decade to the company, marking the end of a significant era in the company’s history. Her career at PLT began in 2015 when she joined as a marketing manager and ascended through the ranks to become the head of marketing, then the marketing director, and eventually took on the role of CMO by August 2023.
Capstick’s departure comes at a time of notable changes within PLT as founder Umar Kamani returns to the business. Having been away for 17 months, Kamani’s return to the company in September signifies a pivotal transformation strategy focused on placing the customer at the heart of all operations. Despite not holding a specific title, Kamani will oversee all company functions. He expressed his vision for PLT, stating his return heralds a new chapter for the fashion giant, aiming to refocus efforts on customer priorities.
Prior to her successful tenure at PLT, Capstick honed her skills in the fashion industry with roles at Missguided as a senior marketing executive and at LittleWoods Clearance. Her decade-long association with PLT saw her at the forefront of innovative marketing strategies that contributed to the brand’s growth and prominence in the fast-fashion sector.
The shift in leadership with Capstick’s exit and Kamani’s return is projected to steer PrettyLittleThing towards strategies that align more closely with emerging market demands and consumer preferences. This strategic realignment is anticipated to bring fresh perspectives to the company’s operations, potentially exploring new avenues for growth and customer engagement.
Nicki Capstick’s departure marks a significant transition for PrettyLittleThing amid Umar Kamani’s strategic return, focusing on revitalising customer-oriented strategies.
