In The Style has unveiled a significant collaboration with Tesco’s F&F, marking a new phase of growth under its current ownership.
- The partnership launched with a 22-piece collection across 300 stores.
- This collaboration emphasises inclusivity and accessibility in fashion.
- Ben Armstrong, MD of In The Style, highlights the strategic shift towards profitability.
- The brand aims to expand its physical presence and strengthen social media engagement.
In The Style has embarked on a noteworthy collaboration with Tesco’s F&F brand, presenting a 22-piece summer collection in 300 Tesco stores across the UK. The collection, featuring sequin jackets, tailored blazers, and satin maxi dresses, is available in sizes ranging from 6 to 22. This initiative marks a substantial step in their strategy to combine online and physical retail efforts.
Founded in 2013 by Adam Frisby, In The Style was acquired by Baaj Capital for £1.2m in March 2023. Since the acquisition, the company has been on a path to recovery, aiming to reinstate profitability by the end of March 2024, projecting an EBITDA close to £1m, a stark contrast to the previous year’s £5m loss.
The nine-month partnership development with F&F reflects a shared vision of inclusivity and broad accessibility. The collaboration is not just a product listing but a joint venture encompassing product creation, marketing, and in-store presentation, designed to reach consumers less engaged with social media.
Distinct from previous ventures, such as with George, this collaboration with F&F offers a more integrated approach. It aligns strategically with the brand’s DNA, which, while primarily online, is keen on enhancing physical retail opportunities to widen its audience reach.
The summer season, despite challenging weather conditions, has seen success in occasion wear and summer knits. This reflects strategic planning and investment in specific product categories that cater to customer needs for events like weddings and races.
In The Style’s social media strategy has evolved to leverage platforms like TikTok and Instagram, focusing on interactive methods like live shopping. Weekly TikTok Live sessions, featuring influencers such as Charlotte Crosby, exemplify the brand’s dedication to fostering a two-way communication with customers.
The financial turnaround strategy prioritises the net contribution margin over top-line sales, balancing marketing spend with margin potential. Synergies with Baaj Capital have supported operational enhancements, focusing on stabilisation and efficient unit economics.
Ben Armstrong expresses optimism about the future, guided by strategic decisions and market responsiveness, aligning with the goal of expanding both online and offline consumer engagement.
In The Style’s strategic collaboration and financial management outline a hopeful future for the brand, aiming to strengthen its market presence and profitability.
