PrettyLittleThing CEO Umar Kamani steps down after 12 years

Kamani, who set up the fashion firm with his brother in 2012, took to social media on Sunday to announce his decision. He also revealed that now he plans to pursue “new challenges” with the potential to “build new brands”.

• Mohnish Singh
• 17 April, 2023

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By: Mohnish Singh

PrettyLittleThing Founder Umar Kamani has stepped down from his role as CEO at the online fashion giant after 12 years.

Kamani, who set up the fashion firm with his brother in 2012, took to social media on Sunday to announce his decision. He also revealed that now he plans to pursue “new challenges” with the potential to “build new brands”.

“After 12 years as CEO and founder of PrettyLittleThing I have made the difficult decision to step down from my position,” Kamani wrote. “12 amazing years that changed my life and I will be forever grateful for all those memories. I’m at the stage in my life where I need to set myself new challenges and goals and build new brands that hopefully you all love and support as much as you did with this one.”

After 12 years as CEO and Founder of PrettyLittleThing I have made the difficult decision to step down from my position as CEO. 12 amazing years that changed my life and I will be forever grateful for all those memories. I’m at the stage in my life where I need to set myself new… pic.twitter.com/j2cpoBfkbp

— Umar Kamani (@UmarKamani) April 16, 2023

He further added, “When I first had the idea of setting up this brand, I could never have imagined what we would go on to achieve. Since our humble beginnings in 2012, PLT has gone on to eventually become one of the biggest fashion brands in the world. If you know me, you’ll know Disneyland and all the magic surrounding it has always been one of my biggest inspirations. This is what I wanted to create with PrettyLittleThing, a fairytale-like world where unicorns exist, and anything is possible. A place where you come to find confidence and inspiration when it comes to what you wear and how you feel. Whatever success we have achieved is down to you, our loyal customers who have shopped with us, supported us, and watched us grow into something beyond what I could have ever dreamed of,” he added.

Kamani said that he would still continue supporting the Boohoo-owned online womenswear retailer on “some projects” while the company searches for a new CEO to fill his post.

A source close to PLT had earlier said, “Umar has been the front and centre of PrettyLittleThing since its conception but now he’s ready for a new challenge. He is leaving a very happy man after achieving extraordinary success and travelling the world, setting up PLT showrooms internationally. Umar is keeping his cards close to his chest and is yet to reveal the details of his new business venture, but it won’t be long until he sets his sights on his next project.”

Stay tuned to this space for more updates!