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PrettyLittleThing Founder Umar Kamani Steps Down as CEO

Umar and Adam Kamani founded the Ultra-fast fashion brand PrettyLittleThing in 2012. (PrettyLittleThing)

Daniel-Yaw Miller

17 April 2023

The British businessman confirmed the news in an Instagram post Sunday.

He and his brother Adam Kamani founded the brand in 2012 and grew it to become a fast-fashion giant which generated revenues of £712 million ($882 million) in 2022.

”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 told his 1.3 million Instagram followers.

Kamani will continue to support the Boohoo-owned brand in the coming months as it searches for a new chief executive, he added.

Learn more:

Is Resale Fuelling Overconsumption?

Ultra-fast fashion e-tailer PrettyLittleThing is the latest brand to launch a secondhand marketplace, playing into a debate over whether resale is becoming a smokescreen for even more and faster consumption.

About the author

Daniel-Yaw Miller

Daniel-Yaw Miller is Senior Editorial Associate at The Business of Fashion. He is based in London and covers menswear, streetwear and sport.

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