Umar Kamani is back in the top job at the fashion business he founded, PrettyLittleThing, a year after he stepped back from the CEO’s post.

The Boohoo Group-controlled company said his return marks “the beginning of a new chapter for the fashion giant” and that he “brings a renewed focus to put customers at the forefront of every decision PrettyLittleThing makes moving forward”.

One of his first actions will be “reintroducing free returns for the brand’s Royalty customers — those who are part of PrettyLittleThing’s loyalty program — a step aimed at improving the shopping experience”.

He’ll also be “reviewing some of the more drastic changes made in recent times” and said his approach will focus on “prioritising customer needs, ensuring that every decision reflects their best interests. Moving forward, we will be making decisions that reflect our commitment to you, our loyal customers, and ensuring your shopping experience is both enjoyable and fair”.

PLT has over 20 million active customers globally and they’ve been promised “more exciting changes on the horizon, driven by their feedback and needs”.

It’s worth looking at Kamani’s statement in more depth as it includes some interesting points and an admission that PLT hasn’t always got it right of late, a conclusion that’s unavoidable given the backlash it got when it stopped free returns.

He said: “Dear PrettyLittleThing Family, I’m writing to you today with both excitement and heartfelt determination as I announce my return to PrettyLittleThing. Over the past few years, I’ve watched from the sidelines as the brand we built together has, at times, lost touch with what made it so special — you, our loyal customers. This has driven me to step back in and take on the responsibility of steering PrettyLittleThing forward, putting your needs and desires at the forefront of every decision we make.

“For the past 12 years, you’ve shown incredible loyalty and love for PrettyLittleThing, and for that, I hold you and the brand close to my heart. Together, we’ve created something truly special, and I promise you that my full focus and energy will be dedicated to understanding your needs, listening to your feedback, and evolving this brand alongside you.”

After promising the free returns comeback, he added: “I sincerely apologise for any negative experiences you may have encountered during my absence. I take full responsibility from this moment on, and I am committed to making sure your experiences with us are nothing short of exceptional moving forward.

“Thank you for your continued support and for giving me the opportunity to guide PrettyLittleThing into its next exciting chapter. I won’t let you down. We’ve always been one big PLT family, and now we will be stronger than ever.”