In The Style collaborates with Tesco’s F&F to launch a summer collection, marking its entry into physical retail.
- The collection of 22 pieces includes sequin jackets, tailored blazers, and satin maxi dresses, available in sizes 6-22.
- Founded in 2013 and acquired by Baaj Capital in 2023, In The Style is working towards profitability.
- The partnership with F&F is a strategic effort to reach both existing and new customers.
- The company aims to enhance its market presence through influencer collaborations and strategic physical retail expansions.
In The Style has embarked on a new venture by collaborating with Tesco’s F&F, launching a 22-piece summer clothing collection across 300 Tesco stores in the UK. This move is part of the etailer’s strategy to integrate physical retail into its predominantly online business model. The collection features diverse designs, including sequin jackets, tailored blazers, and satin maxi dresses, in sizes ranging from 6 to 22, showcasing the brand’s commitment to inclusivity.
Launched in 2013 by Adam Frisby, In The Style experienced a significant transition when acquired by private equity firm Baaj Capital for £1.2 million in 2023. Under the new ownership, the company is on a path to recovery and growth, with expectations to return to profitability by the end of March 2024. This turnaround is anticipated to generate an EBITDA of nearly £1 million, a notable improvement from the previous year’s £5 million loss.
The partnership with F&F was nine months in the making, aiming to place In The Style’s products in 300 stores and expand F&F’s online presence through In The Style’s platform. According to Managing Director Ben Armstrong, the collaboration is not just a typical wholesale agreement but a joint venture, focusing on shared values of inclusivity and accessibility in fashion. “We share a similar desire for inclusivity and making accessible clothing to consumers,” Armstrong stated.
In The Style’s previous venture with George was more of a third-party listing, whereas the F&F partnership involves a comprehensive collaboration in product development, marketing, and in-store presentation. The company is watching the eight-week sell-through window for the summer collection and is open to future physical retail opportunities to further its brand reach, aiming to appeal to a broader demographic.
Social media remains a crucial component of In The Style’s strategy, serving as an inspiration source for the younger audience primarily through TikTok and Instagram. The company has embraced interactive live shopping experiences, highlighted by its weekly TikTok Live sessions. These efforts aim to foster a two-way relationship with consumers, moving beyond mere transactions.
Financially, the company has shifted focus from top-line sales to net contribution margin, ensuring efficient cost management. This approach involves balancing pricing and promotion based on margin analysis. The strategic alignment with Baaj Capital has allowed In The Style to leverage expertise to stabilise and streamline operations, with an optimistic outlook for continued growth.
In The Style is leveraging strategic partnerships and refined operational approaches to enhance its market presence and financial stability.
