Summary
Kamani co-founded PrettyLittleThing at 24 and was a minority shareholder when Boohoo acquired the remaining 34 per cent of the fashion brand for up to £323.8 million in 2020. He returned to PLT as CEO in 2024.
The new venture marks a shift in focus and geography for Kamani, who is recruiting designers, buyers, digital and social experts, creative staff, and logistics roles in Dubai. His existing interior design business, Kamani Rossar, established in 2024 with his brother Adam and designer Rob Rosser, operates studios in London and Dubai and serves luxury clients globally, as well as Kamani Property Group's portfolio across Manchester, London, Mumbai, Dubai and New York.
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Common questions
- What is this article about?
- Umar Kamani, the Manchester-born co-founder of PrettyLittleThing, has announced a new consumer brand at the intersection of fashion and wellness, with its founding team being built in Dubai. Kamani is recruiting for design, digital, creative and logistics roles, all based in the Middle Eastern city.
- When was this published?
- This article was published on 19 August 2026.
- Who published this article?
- This article was published by Prolific North.