In The Style hails strong momentum after successful IPO

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After completing a successful float on AIM, In The Style has recorded strong sales throughout the past year.

The fashion etailer said that it expected turnover of no lower than £44.5m, up more than 130% year on year.

In The Style also grew its customer numbers by 19% to 420,000 in the 52 weeks to March 31, 2021, as more consumers shopped online during lockdowns.

Sales through its app rose by over 400% year on year, representing 55% of total sales during the period, up from 19% previously.

The retailer attributed the growth to “the appeal of the In The Style brand and its influencer partners and excellent customer demand for its product proposition.”

Known for its collaborations with prominent reality TV stars, celebrities and influencers, In The Style’s recent collections included TikTok star Saffron Barker and TV personality Stacey Solomon.

It also announced a partnership with Asda that will see its clothes sold in 100 stores by the first quarter of 2022.

Due to its success, In The Style said it has repaid any money received from the government’s job retention scheme.

Founder and chief executive Adam Frisby said: “We have maintained our strong momentum since our successful IPO and delivered a very good performance for the year. I’d like to take this opportunity to thank our partners, colleagues and customers for their continued support of the brand during what has been a transformational year for In The Style.

“In The Style continues to do things differently by ensuring we empower our customers to be brave, embrace body confidence and, most of all, love themselves for who they are. Our collaboration model creates a strong customer connection, drives highly efficient customer acquisition marketing metrics, and gives us exposure to a broad range of customers.

”In addition, our nationwide partnership with Asda is also really exciting for the brand and will give In The Style fantastic levels of exposure and greater reach with our customers.

“We look forward to building on this momentum into FY22 to deliver our growth plans and create further value to all stakeholders”