Biography, Net Worth, Career, Success
Umar Kamani (30) is an English businessman, co-founder, and owner of the online retail company PrettyLittleThing.com. It took him only six years to take his company from zero to one of the most popular online shops. Thanks to its founder’s clever marketing strategy, the company can boast of its staggering numbers – a traffic rise of over 700%, shipment of over 20.000 orders a day, as well as growth in sales of over 400% in just one year!
BooHoo.com Fashion Empire
Background & Family
Umar Kamani was born on 21 March 1988 in Manchester, England to the billionaire & Boohoo founder Mahmud Kamani and his wife Aisha Kamani. Umar is the oldest of three children. He has two younger brothers Adam and Samir.
Umar went to Wilmslow High School and also attended the Stagecoach Theatre School. In 2010, he graduated from The Manchester Metropolitan University with a BA in international business.
The young entrepreneur admits that he looks up to his successful father: “We look closely at Boohoo and how they have grown and it’s great to have all of my father’s experience.”
He began working in Boohoo.com as a manager at the age of 22. Inspired by the family company’s success, he decided to start his own fashion firm. In January 2012, Umar founded PrettyLittleThing.com together with his brother Adam.
The company started as an online retailer and accessories brand and later expanded to selling clothing items to women. It quickly became popular for its glamorous, yet affordable style, as well as its capability to recognize fashion trends and put them for sale within days. It is the best representative of the so-called ‘online fast fashion’. Targeting teenagers and young women in their twenties, PLT offers edgy fashion inspired by reality stars’ personal style.
By 2013, PLT became popular among celebrities like Rita Ora, Miley Cyrus, Nicki Minaj, and Jessie J. However, the real breakthrough for the fashion retailer happened in 2016, when Kylie Jenner was seen wearing their orange dress. The dress was sold out in less than 24 hours and the company’s sales grew by astonishing 400%!
Net Worth & Stats
It is estimated that the total current net worth of Umar Kamani is £498.8k. His current assets have a value of £12.7m with, whereas the bank cash he holds from all businesses amounts £5.4m.
PrettyLittleThing.com has had a traffic rise of about 700% since 2014.
Boohhoo.com acquired 66% of the company in 2016 for £3.3m.
The number of employees in PLT grew from 65 to 300 in only a year (from 2014 to 2015).
In the same period, the company experienced a dramatic rise in their daily workload – they went from dispatching 20 orders to some 20.000 packages a day worldwide. The annual sales in this period increased to £30m or, translated into percentages, a staggering 500%!
PLT and Social Media
The fact that the company’s founder is the same generation as his customers is probably the key factor for success. Umar knew that his target audience spends most of their time on their smartphones. He was certain that they’d like to choose from affordable, modern clothing items and be able to shop with just a few clicks.
One of the main reasons for PLT’s fast growth is due to Umar’s ability to understand the power of social media and influencers. Umar saw the potential of these modern means of marketing and took full advantage of them.
“It’s important more young people start standing up and speaking about how things can be different, otherwise we just keep learning from what used to be.”
Today, the brand is all over Instagram & Twitter, with many celebrities advertising it on their accounts. One of them is Kourtney Kardashian, whose Instagram account has almost 60m followers. Umar calls the collaboration with her a “particular career highlight”.
Umar Kamani has one clear ambition for the future – conquering the world. The first step to international growth was expansion into the US market. In 2016, PrettyLittleThing.com opened a store in Los Angeles, California and celebrated it with a huge party hosted by Kylie Janner. So, what is next?
As far as PLT is concerned, Umar doesn’t have long-term plans because, as he says “they slow the business down”. He believes that on-the-go strategies and last-minute decisions allow them to keep up with the trends and always be interesting to customers.
“I don’t think we’re successful enough yet,” he says.
It is safe to say that Umar Kamani enjoys a true celebrity status. When in the States, he hangs out with celebs like P Diddy and Kylie Janner. He can often be seen having lunch at Nobu in Malibu or driving one of his insanely expensive cars.
It is enough to just look at his Twitter account or look him up on Google. The whole Internet talked about his lavish 30th Oscar-themed birthday party. The star-studded party took place in his mansion in Cheshire. It involved gold palm trees, Umar’s face on a $100 bill on top of his birthday cake, as well as a video message by Chris Jenner.
Umar is proud of what he has achieved. He didn’t just want to be a rich man’s son but create something on his own and become successful. Looks like he is doing fine so far!