Umar Kamani, founder of PrettyLittleThing, has announced his return to the fashion brand after stepping down as CEO in April 2023. In a heartfelt statement, he acknowledged that the brand had lost touch with its loyal customer base and expressed his commitment to prioritizing their needs moving forward. Kamani plans to reintroduce free returns for 'royalty customers' following backlash over previous charges, indicating a shift towards improving customer experience. He emphasized the importance of reconnecting with customers and making meaningful improvements to the brand. Kamani co-founded PrettyLittleThing in 2012 and aims to enhance the brand's identity and loyalty through direct engagement with its community. His return marks a new chapter for the fast fashion giant, which has collaborated with numerous celebrities during his initial tenure.