The women's fashion retailer PrettyLittleThing (PLT) has reversed a controversial decision regarding its returns policy.

Back in June this year it scrapped 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 return rate. 

Royalty holders, who pay a £9.99 subscription fee for unlimited free deliveries and returns, were angered by the move, Sky News reports.

In a post on Instagram, the company's founder Umar Kamani announced 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." 

He added: "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."

How did PrettyLittleThing customers react to the news?

The general consensus among PLT customers was relief the decision had been reversed, with one person posting on X (formerly known as Twitter): "Nah I’m glad PLT will be going back to free returns. Now I can get my last-minute tops Kmt."

Another shared: "PLT introducing free returns again didn't last long."

Meanwhile, one person related it to fellow online fashion business ASOS recently introducing returns fees, saying: "PLT really saw ASOS introducing return fees and saw an opportunity huh."

Alongside that, some said they were glad Mr Kamani had returned, with one person writing: "Thank you for coming back. PLT hasn't been the same without you."

"Thank you for coming back. The company was in shambles," said another. 

Others asked him if their blocked accounts would be reinstated, or if they would get a refund for the returns they were charged for. 

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Mr Kamani stepped down last April after 12 years as PLT's chief executive. 

Under his leadership, the brand collaborated with huge stars including Kylie Jenner, Naomi Campbell and Jennifer Lopez. 

In recent years, the company has seen its profits wane, with its revenue falling from £712.2m to £634.1m in February 2023.