PrettyLittleThing founder Umar Kamani is stepping down after ten years as chief executive, MailOnline can exclusively reveal.
The 35-year-old businessman, who founded the fashion company with brother Adam in 2012, has led PLT’s explosive growth from a humble website selling accessories to a global brand worth an estimated £3.8 billion.
Since its inception, PrettyLittleThing has become known for its celebrity collaborators, including Kylie Jenner, Khloe Kardashian, Little Mix, Gemma Owen, and Molly-Mae Hague, who is also the creative director of the online giant.
Umar is often photographed rubbing shoulders with A-listers such as Naomi Campbell, Paris Hilton and Liam Payne. Now a celebrity himself, over the years he has singled out the talents he likes to see in his brand’s fashionable clothing.
But after ten years in the hot seat, Umar has decided to step down as chief executive, having previously sold his remaining 34 per cent stake in PrettyLittleThing to Boohoo, which is run by his father.
PrettyLittleThing founder Umar Kamani is stepping down after ten years as chief executive, MailOnline can exclusively reveal
The businessman, who co-founded the fashion company with brother Adam in 2012, has overseen PLT’s explosive growth from a simple website selling accessories to a global brand (pictured in 2016).
Since its inception, PrettyLittleThing has become famous for its celebrity collaborators, including Kylie Jenner, Khloe Kardashian, Little Mix, Gemma Owen and Molly-Mae Hague
Umar celebrated the opening of PLT’s first London showroom on Wednesday, posing with former 1D singer Liam Payne, one of the brand’s supporters.
A source close to the brand told MailOnline: “Umar has been the heart of PrettyLittleThing since conception, but now he is ready for a new challenge.
“He leaves the company a very happy man after achieving extraordinary success, traveling the world and setting up international PLT showrooms.
“Umar is keeping his cards close and has yet to reveal the details of his new business venture, but it won’t be long before he has his sights set on his next venture.”
Confirming his departure, Umar said: “After 12 years as CEO and founder of PrettyLittleThing, I have made the difficult decision to step down as CEO.
“Twelve amazing life changing years and I will be forever grateful for all these memories. I am at the point in my life where I need to set new challenges and goals and build new brands that I hope you will love and support as much as I do with this brand.”
He added: “When I first had the idea to start this brand, I could never have imagined what we would achieve. Since our humble beginnings in 2012, PLT has grown to become one of the biggest fashion brands in the world.
“If you know me, you know Disneyland and all the magic that surrounds it has always been one of my biggest inspirations. That’s what I wanted to create with PrettyLittleThing, a fairytale world where unicorns exist and anything is possible.
“A place where you can find confidence and inspiration in what you wear and how you feel. Whatever success we have achieved, we owe it to you, our loyal customers, who have shopped with us, supported us and watched us grow into something I never dreamed of.”
Khloe Kardashian and Ashley Graham attended the PrettyLittleThing 2019 showroom unveiling in Los Angeles, with Umar helping to cut the official pink ribbon
Umar confirmed his departure from the brand on Sunday, telling his Instagram followers that he is ready to take on new challenges in his career.
Manchester-born Umar, who is engaged to model Nada Adelle, is a member of the founding family of the Boohoo Group, which today owns a portfolio of brands including Nasty Gal, Coast, Wales, Dorothy Perkins and Debenhams.
Umar’s father, Mahmud Kamani, founded Boohoo with Carol Kane in 2006 and the site quickly became a success as the brand, unlike its rival ASOS, only sells its own clothes, thereby increasing its profit margins.
Mahmud’s three sons Umar, Adam and Samir were naturally involved in his fashion empire, dating back to their grandfather whose textile wholesaler, which bought clothes from India, became a key supplier to high street stores such as New Look and Primark.
Adam remained a director at PLT until 2017, when he left the company to run a real estate business, with Umar taking the reins of the clothing company.
In 2020, Umar sold his remaining 34 percent stake in PrettyLittleThing for £330 million in a lucrative deal that netted him £161 million in cash and a 2.6 percent stake in Boohoo.
Umar, along with her fiancee Nada and supermodel Naomi Campbell, is now a celebrity thanks to the brand’s global success (pictured in 2022).
Umar, with his fiancee Nada at the PLT showroom in Paris, launched a series of VIP suites for his exclusive clients around the world.
Umar’s father, Mahmud Kamani (pictured), founded Boohoo with Carol Kane in 2006, and the site quickly became a global success
During his decade as director and CEO, Umar made PLT not only attractive to the masses but also to his celebrity friends whose popularity made the brand a sought after effect.
Love Island viewers now associate the island’s most successful with partnership deals with PLT after Molly-Mae continued to work with the company.
Last year, Umar personally selected Gemma Owen and Indiyah Polack to be ambassadors, and in September, PLT launched its first marketplace where users can buy and sell outfits they love.
PrettyLittleThing also signed Katie Price and Peter Andre’s teenage daughter Princess in recent weeks and opened their first showroom in London.
The brand, which also has exclusive areas for its VIP customers in Paris, Miami and Los Angeles, celebrated the opening with a huge party attended by Liam Payne, Molly-Mae and a performance by Brit Award winner Aitch .
Last year, Umar personally selected Gemma Owen and Indiyah Polack to be ambassadors, while PLT launched their first marketplace where users can buy and sell outfits they love.
In recent weeks, PrettyLittleThing has also signed Katie Price and Peter Andre’s teenage daughter Princess to promote the brand on their Instagram and TikTok pages
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Ashley Root is an author and celebrity journalist who writes for The Fashion Vibes. With a keen eye for all things celebrity, Ashley is always up-to-date on the latest gossip and trends in the world of entertainment.
