Pretty Little Things founder Umar Kamani returns 18 months after stepping down

The founder of PrettyLittleThing is returning to the business some 18 months after leaving.

Umar Kamani, who stepped down as chief executive in April 2023, said the Boohoo-owned fast-fashion retailer had “sometimes lost touch with what made it so special”.

“This has led me to step back and take on the responsibility of leading PrettyLittleThing forward,” added Kamani, whose family owns Boohoo.

Chief Operating Officer Tom Binns and Chief Marketing Officer Nicki Capstick will continue to share CEO duties. Kamani, 36, returns to a leadership role and will work with Capstick and Binns.

It said it would again offer free returns for customers who pay £12.99 for unlimited free shipping. This step “is vital to making your shopping experience smoother and more enjoyable,” it told customers.

Fast fashion companies have been trying to crack down on high return rates, with Asos announcing a charge for some customers last week.

A Boohoo spokesperson said: ‘We are delighted to have welcomed Umar Kamani, founder of Pretty Little Thing, back to the business.

Umar’s forward-thinking vision has made Pretty Little Thing the stylish and relevant fashion brand it is today, and his return marks an exciting chapter ahead for the brand.

PrettyLitteThing was co-founded by brothers Umar and Adam Kamani in 2012 and took off alongside rivals Asos and Nasty Gal.

Boohoo bought it in 2017. Boohoo was founded by Mahmud Kamani, Umar and Adam’s father, in 2006.