When you're tracking down who owns Pretty Little Thing, the trail leads straight to one of the most powerful families in British fast fashion. The online retail powerhouse was co-founded in 2012 by brothers Umar Kamani and Adam Kamani. Their father, Mahmud Kamani, is the billionaire co-founder and executive chairman of the Boohoo Group. Over the years, ownership shifted from a family-run startup into a fully integrated corporate asset under the Boohoo umbrella.
Understanding the corporate structure requires looking at how the brand scaled from an accessory-only website into a global ecommerce giant with millions of shoppers.
The Origins and Early Days
Brothers Umar and Adam Kamani launched Pretty Little Thing in 2012. Initially, the platform didn't sell clothes at all. It operated strictly as an accessory-led business, providing jewelry, belts, and handbags to young consumers.
The founders had retail in their blood. Their grandfather, Abdullah Kamani, started out selling textiles and goods from a market stall in Manchester after moving to the UK from Kenya. Their father, Mahmud Kamani, built a successful wholesale textile business supplying major high street retailers before co-founding Boohoo in 2006 alongside Carol Kane.
By 2014, Umar Kamani shifted Pretty Little Thing's business model. The company transitioned from accessories into full womenswear collections, targeting shoppers aged 12 to 25. This pivot triggered explosive growth, turning the brand into a favorite for celebrity endorsements and influencer collaborations.
The Boohoo Group Acquisition
As the brand expanded rapidly, its ties to Boohoo grew closer. In December 2016, the Boohoo Group made its move by acquiring an initial 66% stake in Pretty Little Thing for £3.3 million, leaving the remaining 34% in the hands of co-founder Umar Kamani.
This transaction allowed the brand to leverage Boohoo's massive supply chain, logistics network, and manufacturing infrastructure in Manchester. Sales doubled repeatedly over the next few years, cementing its status as one of the fastest-growing digital fashion retailers.
In May 2020, Boohoo exercised its option to buy out the remaining 34% stake from Umar Kamani. The final buyout cost Boohoo £330 million, paid through a mix of cash and shares. This transaction officially made Pretty Little Thing a wholly owned subsidiary of the Boohoo Group plc, bringing complete corporate control under the public parent company.
Leadership Shifts and Current Management
For over a decade, Umar Kamani served as the public face and Chief Executive Officer of Pretty Little Thing, driving its high-profile marketing campaigns, red-carpet events, and partnerships with names like Kourtney Kardashian and Naomi Campbell.
However, in April 2023, Umar Kamani announced he was stepping down from his role as CEO to pursue new entrepreneurial ventures. Following his departure, operational management integrated more tightly into the broader Boohoo executive framework, overseen by the group's corporate leadership based in Manchester.
The brand continues to operate alongside sister labels within the Boohoo portfolio, which includes brands like Nasty Gal, Karen Millen, and Debenhams. You can read more about corporate milestones on the Boohoo Group PLC Official Site and review corporate registration data on Companies House UK.
Frequently Asked Questions
Is Pretty Little Thing still family-owned?
No. While it was founded by Umar and Adam Kamani—sons of Boohoo co-founder Mahmud Kamani—the Boohoo Group acquired 100% of the company by 2020. It is now part of a publicly traded corporate group rather than an independent family business.
Who founded Pretty Little Thing?
The brand was co-founded in 2012 by brothers Umar Kamani and Adam Kamani. Umar served as CEO for over ten years before stepping down in 2023.
What other brands does the parent company own?
The Boohoo Group owns several major online retail brands, including Boohoo, BoohooMAN, Nasty Gal, MissPap, Karen Millen, Coast, and the digital operations of Debenhams.
Where is Pretty Little Thing headquartered?
The brand's primary headquarters are located in Manchester, United Kingdom, with regional offices spanning London, Paris, and Los Angeles.
