In The Style collaborates with singer and TV personality Stacey Solomon

In The Style
Stacey Solomon and Adam Frisby

In The Style, the recently floated online fashion retailer, has revealed its latest collaboration with singer, TV personality and influencer Stacey Solomon.

The Manchester-based retailer’s model is based around partnerships with leading influencers and celebrities with strong social followings, who receive a commission on sales meaning they share the risk and reward on a collection’s success.

Solomon has a highly engaged Instagram following of more than 4.1m, as well as 1.5m followers on Twitter and 1.5m on TikTok. She is also a regular on ITV’s popular daytime TV show Loose Women.

Under the partnership, Solomon will collaborate with In The Style to design, develop and market clothing and accessories collections, each of which will feature personal touches and details designed by Solomon, including eucalyptus leaves and fresh spring designs.

The Stacey Solomon x In The Style collection will launch on 27 April, initially comprising 40 products, and will be available in sizes 4-28 and include petite and tall options.

In The Style has recently collaborated with 15 influencers, reaching over 30m Instagram followers across the world, which makes for a cost-effective customer acquisition process.

CEO Adam Frisby said: “I’m so excited to welcome Stacey to the In The Style family. This partnership has been years in the making and is one I’m really proud of and am certain will generate an amazing reception from our customers and Stacey’s followers. Stacey truly embodies our values of kindness and loving yourself for who you are, and her debut collection reflects that inclusivity – there’s something for everybody.

“We have some really exciting products and designs in the pipeline that we cannot wait to reveal to our customers. Stacey has had some amazing ideas and we can’t wait to launch these in the coming weeks.”

Solomon added: “I’m so excited to be working with In The Style on my new collection. I’ve included all of my favourite things – florals, pastels and loungewear! With spring finally here, I’m looking forward to brightening up my wardrobe and I can’t wait to share what I’ve been working on.”

In The Style was founded by Frisby in 2013 and floated on AIM in March 2021 in an IPO which valued the business at £105m.

The business achieved strong growth during the pandemic and delivered £35.4m in net sales and £3.6m Adjusted EBITDA in the nine months to 31 December 2020, with sales up 159% from £13.7 million for the nine months to 31 December 2019. It counted 0.7m customers as at 31 December 2020, up 61% when compared to the prior year. 

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