EXCLUSIVE: PrettyLittleThing founder Umar Kamani is stepping down as CEO after a decade at the helm of the online fashion giant he started as an accessory business and turned into a multi-billion-pound brand
- Umar Kamani steps down as PrettyLittleThing CEO after 10 years
- Businessman founded £3.8billion fashion firm in 2012 with brother Adam
PrettyLittleThing founder Umar Kamani is stepping down as CEO after ten years, MailOnline can exclusively reveal.
The businessman, 35, who setup the fashion company in 2012 alongside brother Adam, has overseen PLT’s explosive growth from a simple website selling accessories to a global brand now worth an estimated £3.8billion.
Since its creation PrettyLittleThing has become known for their celebrity collaborators including Kylie Jenner, Khloe Kardashian, Little Mix, Gemma Owen, and Molly-Mae Hague, who’s also the online giant’s creative director.
Often photographed rubbing shoulders with A-listers such as Naomi Campbell, Paris Hilton, and Liam Payne, Umar is now a celebrity in his own right, and over the years has handpicked the talent he’s aspired to see wear his brand of fashionable clothing.
But following a decade in the hot seat, Umar has decided to step down from his position as CEO after previously selling his remaining 34 per cent stake in PrettyLittleThing to Boohoo, which is run by his father.
PrettyLittleThing founder Umar Kamani is stepping down as CEO after ten years, MailOnline can exclusively reveal
The businessman, who setup the fashion company in 2012 alongside brother Adam, has overseen PLT’s explosive growth from a simple website selling accessories to a global brand (pictured in 2016)
Since its creation PrettyLittleThing has become known for their celebrity collaborators including Kylie Jenner, Khloe Kardashian, Little Mix, Gemma Owen, and Molly-Mae Hague
On Wednesday, Umar celebrated the launch of PLT’s first London showroom and posed alongside former 1D singer Liam Payne, who’s one of the brand’s supporters
A source close to the brand told MailOnline: ‘Umar has been the front and centre of PrettyLittleThing since its conception but now he’s ready for a new challenge.
‘He’s 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.’
Confirming his departure, Umar said: ‘After 12 years as CEO and founder of PrettyLittleThing I have made the difficult decision to step down from my position as CEO.
‘Twelve 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.’
He 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.’
Khloe Kardashian and and Ashley Graham attended the unveiling of PrettyLittleThing’s showroom in Los Angeles in 2019, with Umar on hand to help cut the official pink tape
Umar confirmed his departure from the brand on Sunday, telling his Instagram followers that he was ready to move onto new challenges in his career
Manchester-born Umar, who’s engaged to model Nada Adelle, is a member of the founding family of the Boohoo group, which now owns a portfolio of brands including Nasty Gal, Coast, Wallis, Dorothy Perkins, and Debenhams.
Umar’s father Mahmud Kamani co-founded Boohoo in 2006 alongside Carol Kane and the website quickly became a success because unlike its competitor ASOS, the brand only sells its own clothing, increasing profit margins.
Mahmud’s three sons Umar, Adam, and Samir naturally became involved in his fashion empire, which dates back to their grandfather, whose wholesale textile business that sourced garments from India became a major supplying for high street stores such as New Look and Primark.
Adam remained a director at PLT until 2017 until he left the business to pursue a property startup, with Umar taking over the reins of the clothing company.
In 2020, Umar sold his 34 per cent remaining stake in PrettyLittleThing for £330million as part of a lucrative deal that earned him £161million in cash and shares of 2.6 per cent in Boohoo.
Umar, pictured alongside fiancée Nada and supermodel Naomi Campbell, is now a celebrity in his own right thanks to the brand’s global success (pictured in 2022)
Umar, pictured with fiancée Nada at the PLT showroom in Paris, has launched a number of VIP suites for their exclusive customers around the world
Umar’s father Mahmud Kamani (pictured) co-founded Boohoo in 2006 alongside Carol Kane and the website quickly became a global success
During his decade as director and CEO, Umar has not only made PLT appeal to the masses but also his celebrity pals, whose popularity has elevated the brand to desirable effect.
Love Island viewers now associate the most successful Islanders with securing partnership deals with PLT following Molly-Mae’s ongoing relationship with the business.
Last year, Umar personally selected Gemma Owen and Indiyah Polack as ambassadors and in September PLT set up their first marketplace, where users can buy and sell preloved outfits.
In recent weeks, PrettyLittleThing has also signed Katie Price and Peter Andre’s teenage daughter Princess and unveiled their first London showroom.
The brand, which also has exclusive spaces for their VIP customers in Paris, Miami, and Los Angeles, celebrated the opening with a huge party attended by the likes of Liam Payne, Molly-Mae, and a performance from Brit Award winner Aitch.
Last year, Umar personally selected Gemma Owen and Indiyah Polack as ambassadors, with PLT setting up their first marketplace, where users can buy and sell preloved outfits
In recent weeks, PrettyLittleThing has also signed up Katie Price and Peter Andre’s teenage daughter Princess to promote the brand on her Instagram and TikTok pages
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