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Drapers 30 Under 30 2018: Umar Kamani, founder, PrettyLittleThing

Age: 29 

Umar kamani pretty little things

Umar Kamani

What he’s learnt: “Look after your staff. Always.”

PrettyLittleThing founder Umar Kamani has one clear ambition: for the fast fashion retailer to take over the world. Growing up, he gained valuable insight into what it takes to run a successful business from his father and Boohoo co-founder Mahmud Kamani. Inspired by what he learnt, Umar launched PrettyLittleThing as what was then an accessories label in 2012. It quickly moved into apparel, making its name with affordable, glamorous styles, and has since enjoyed soaring success. He says a well-received collaboration with social media royalty Kourtney Kardashian (59.5 million Instagram followers and counting) last October was a particular career highlight.

PrettyLittleThing became part of the Boohoo Group in December 2016, and Kamani says he still looks to his father for inspiration: “My father taught me how to be work hard and be a good negotiator. I remember when I was younger, going into a toy shop and asking him to buy me a £25 Action Man. He said no, but said if I could bargain and get it for £20 he would give me the money. I walked back into the shop, bargained with the sales assistant and the Action Man was mine for £20.”


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