PrettyLittleThing u-turns over controversial new rules after shopper backlash
Pretty Little Thing has u-turned on its controversial returns policy after a backlash from customers. It comes after the fast fashion retailer - which is rivalled by the likes of ASOS - started charging all shoppers £1.99 to return items on June 3 this year.
The retailer has now removed the fee for royalty account holders with the news being confirmed by returning boss and company founder Umar Kamani. Kamani confirmed his return to the business and apologised for any "negative experiences" in his absence.
He wrote: "Over the past few years, I've watched from the sidelines as the brand we built together has, at times, lost touch with make it so special - you, our loyal customers. This has driven me to step back in and take on the responsibility of steering PrettyLittleThing forward, putting your needs and desires at the forefront of every decision we make."
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"As part of this renewed commitment, one of my first changes will be to reintroduce free returns for our royalty customers, a step I believe is vital to making your shopping experience more seamless and enjoyable," he went on to say.
It will stop charging "royalty" customers to make returns, its founder has announced. The online fashion giant made headlines in June for scrapping its free returns policy, with all customers having to pay £1.99 to send back items. It also started closing accounts for having a high returns rate.
Royalty holders, who pay a £9.99 subscription fee for unlimited free deliveries and returns, were angered by the move. Fans were quick to react to the news, with some saying they were glad Mr Kamani had returned. "Thank you for coming back. PLT hasn't been the same without you," one person said on X.
"Thank you for coming back. The company was in shambles," said another.