PrettyLittleThing founder Umar Kamani has announced his dramatic return to the fashion brand  – only a year after stepping down as CEO. The businessman, 36, admitted the popular online fashion outlet has "lost touch with what made it so special" - their loyal customer base. He also apologised for any "negative experiences" during his absence, promising to bring back free returns.

Kamani, who married model wife Nada Adelle earlier this year in a multimillion-pound wedding, confirmed he was made the executive decision following a backlash from customers. The label started charging their "royalty customers" to return items and even cancelled some customers account all together. Kamani will now reintroduce free returns for those who pay for delivery all year. The fashion tycoon, who has signed the likes of Naomi Campbell, Kylie Jenner and Molly-Mae Hague as ambassadors over the years, vowed to make PrettyLittleThing "stronger than ever" in a joint statement on the company's Instagram page.

Umar wrote: "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 twelve 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."

"As part of this renewed commitment, one of my first changes will be to reintroduce free returns for our royalty customers, a step I believe is vital to making your shopping experience more seamless and enjoyable. 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."

He concluded by writing: "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." Kamani stepped down from running PrettyLittleThing in April 2023 following a decade as CEO after selling his remaining 34 per cent stake to Boohoo, which is run by his father.