PrettyLittleThing founder Umar Kamani to launch new fashion and wellness brand

Umar Kamani, founder of fast fashion e-tailer PrettyLittleThing, is preparing to launch a new consumer brand sitting at the intersection of fashion and wellness, yet little is currently known about the business.

Kamani revealed the plans on LinkedIn, saying he is “building my next consumer brand” and is currently assembling a creative team in Dubai, with ambitions to expand internationally. He has not yet revealed the new brand’s name, launch date, product range or business model.

“Nothing beats the feeling of building and the excitement of what’s to come,” he said, adding that he is looking for “team players” who “demand the best of themselves” to help develop the business.

A separate recruitment post shared by Kamani on Instagram provided further details, with the founding team being built from the ground up in Dubai. Roles currently being recruited for include fashion designers and buyers, digital and social, creative, third-party logistics and distribution, finance and other founding positions.

Kamani co-founded PrettyLittleThing alongside his brother Adam Kamani in 2012 at the age of 24. Debenhams Group - formerly Boohoo Group - acquired a 66 percent stake in the business in 2017 before buying the remaining 34 percent in 2020 in a deal worth up to 323.8 million pounds.

In 2023, Kamani stepped down as PLT chief executive before announcing his return to the business in 2024 under an undisclosed title.

More recently, PLT has undergone a significant turnaround under Debenhams Group, returning to profitability in FY26 with adjusted EBITDA of 14 million pounds, compared with a one million pound loss the previous year.