Fashion brand PrettLittleThing ( part of the Boohoo Group, founded by Mahmud Kaman and retail executive Carol Kane in 2006) is facing a customer backlash after becoming the latest retailer to scrap its free returns policy, as UK customers must now pay £1.99 to return clothes, with the cost deducted from their refund.So for many PrettyLittleThing customers the experience is not Pretty at all. Irate shoppers have posted screenshots on social media showing their PrettyLittleThings apps being deleted from their phones, with many saying they would return fewer items if the brand’s sizing was more consistent.

High Street giant brands such as Zara, Uniqlo and Next already charge for online returns. Analysts  claim the retailers are facing cost pressures which mean they need to introduce these charges or put prices up. The new charge, which was introduced last week will also apply to PrettyLittleThing’s “Royalty” scheme members, who pay £9,99 a year for unlimited deliveries in the UK.

The same PrettyLittleThing hired influencers and Love Island stars like Molly Mae Haque, who was previously brought on as the brand’s creative director,  made huge boost during the pandemic. 

Some PrettyLittleThing customers have criticised the brand on social media, venting their frustration about the new returns fee.

One wrote “ Why do I have to order the same outfit in three different sizes just to hope one fits”? Fuming PrettyLittleThing shoppers says that the change should have been introduced for Royalty scheme customer only when their membership is renewed.

According to official filings, in the year to 28 February 2023, PLT’s sales dropped from £712m to £634m, while its profits before tax  more than halved. The company said their profits had been dented because of technology upgrades it was making in its huge Sheffield warehouse, and the environmental impact of using delivery trucks for online returns.

H&M was forced to make a U-turn on introducing a fee for shoppers who return online purchases in-store after customer backlash.

Experts at payment provider Dojo have suggested the rise of buy now, pay later schemes like Klarna or Clearpay has also led to some shoppers placing orders for several products  for trying them and sending some back before any money has left their account. Online brands have been forced to clamped down on their return policies, introducing stricter rules and inspections for clothes that are returned and refusing refunds in some cases where there are signs the clothes may have been worn out and about already.