Nicki Capstick, joined PrettyLittleThing in 2015 as marketing manager from Missguided, where she had been part of the marketing team since 2011.

At PrettyLittleThing, Capstick was promoted to head of marketing in 2017 and marketing director in 2020.

She has held the role of chief marketing officer since July 2023, when she also undertook co-CEO responsibilities with chief operating officer Tom Binns, following the departure of brand founder and CEO Umar Kamani.

Kamani, who is the son of Boohoo Group founder Mahmud Kamani, returned to PrettyLittleThing in September after an 18-month absence.

Although Kamani did not reveal an official job title, he was understood to be returning in a full-time capacity, working closely with Binns and Capstick across product, campaigns and strategy.

In the announcement, Kamani, who had previously served as CEO, expressed concern that PrettyLittleThing had “lost touch with what made it so special”, the customer, encouraging him to step back in and steer the business forward.

While Kamani didn’t reveal his job title, he did state that the move marked an “exciting next chapter” for the company

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