As CEO and founder of PrettyLittleThing, Umar Kamani has created one of the fastest-growing retail brands in the industry. He explains how his price-conscious, influencer-driven approach has led to blockbuster success.
What’s your professional background and how did you get involved in fashion?
I came from a fashion family. My dad and grandfather were in the business from a young age, my father owns a fashion business called Boohoo. I went to university, worked there for a couple years, and then I started PrettyLittleThing as an accessories business. Then it just evolved. This is actually my first career move.
Was there any pressure to start your own line?
Definitely. Boohoo was a success story and when I started, I was not. There was pressure to live up to expectations. But I think that pressure was used in a constructive way to drive me forward and to also look at new ways of evolving these businesses.
Boohoo Group PLC (LON:BOO) operates as an online fashion retailer in the United Kingdom, rest of Europe, the United States, and internationally. The company also provides its products under the boohoo, boohooMAN, PrettyLittleThing, and Nasty Gal brand names.
