Umar Kamani, founder of PrettyLittleThing, is returning to lead the company once more, aiming to revitalise its unique market position.
- Kamani plans to place a strong emphasis on customer-centric policies, revisiting past changes that impacted customer satisfaction.
- A key initiative includes reinstating free returns for loyalty programme members within three months of its removal.
- Kamani’s leadership previously saw collaboration with high-profile celebrities, contributing significantly to the brand’s global prominence.
- Recent financial challenges, including a significant drop in revenue and profits, have underscored the urgency for strategic adjustments.
Umar Kamani is returning to PrettyLittleThing with a clear vision to rejuvenate its market presence, announcing a focus on making the brand ‘special again.’ Stepping down last year, Kamani now resumes leadership without a formal title but will oversee all major operations, ensuring customer-focused decision-making is at the core of strategies.
To directly address recent dissatisfaction, Kamani has pledged to reinstate the free returns policy for members of PrettyLittleThing’s loyalty programme, only three months after its controversial removal. This move highlights a proactive approach in rectifying changes that may have disengaged the brand’s customer base, which Kamani aims to re-engage enthusiastically.
During Kamani’s previous tenure, PrettyLittleThing notably expanded through strategic collaborations with iconic figures such as Kylie Jenner and Jennifer Lopez, which bolstered its reputation on the global stage. However, shifts in the economic landscape, including heightened competition from brands like Shein coupled with inflationary pressures, have negatively impacted the company’s financial performance.
Financial reports indicate a substantial decline in PrettyLittleThing’s revenues from £712.2 million to £634.1 million, alongside a drastic decrease in pre-tax profits from £75 million to £22 million by the end of February 2023. Such figures have prompted Kamani to seek feedback from customers via social media, signalling an inclusive leadership style that values consumer insight.
In an Instagram post, Kamani expressed his acknowledgment of shortcomings since his departure, stating his resolve to ‘steer PrettyLittleThing forward, putting your needs and desires at the forefront of every decision.’ This initiative marks a pivotal point as Kamani seeks to mend and fortify the brand’s relationship with its loyal customer community.
Kamani’s return and strategic vision are positioned to reconnect PrettyLittleThing with its core customers and reinvigorate its market success.
