In The Style has partnered with Tesco’s F&F for a significant summer collection launch.
- A 22-piece collection has been introduced across 300 Tesco stores in the UK.
- The partnership has been in development for nine months, focusing on inclusivity.
- In The Style is transitioning under new ownership with Baaj Capital.
- The company is moving towards profitability with strategic changes and expert collaborations.
In The Style has taken a significant step forward by partnering with Tesco’s F&F to launch a summer clothing collection. This move marks a pivotal moment for the brand as it seeks to expand its reach and appeal to a broader audience. The collaboration includes a 22-piece collection available across 300 Tesco stores in the UK, featuring diverse fashion items such as sequin jackets, tailored blazers, and satin maxi dresses in sizes 6-22. The partnership, which has been nurtured over nine months, underscores a shared vision for inclusivity and accessibility in fashion.
Founded by Adam Frisby in 2013, In The Style underwent a major transition when it was acquired by Baaj Capital for £1.2m in March 2023. Under the new ownership, the company is refocusing its efforts on financial stability and growth. With the anticipation of returning to profitability by March 2024, In The Style expects an EBITDA of nearly £1m, a significant turnaround from a £5m loss the previous year. The company has indicated plans for further gains as it stabilises and integrates synergies from its parent company.
Spearheaded by managing director Ben Armstrong, who initially joined as a consultant, the company is leveraging strategic partnerships to boost its market presence. The collaboration with F&F is seen not just as a retail expansion but a partnership deeply involved in every aspect from products to marketing and in-store visuals, setting it apart from previous endeavours such as the launch with George. Armstrong highlights the collaborative nature of this venture and its potential to introduce the In The Style brand to a new customer base that may not yet be familiar with them online.
Despite challenges such as unfavourable weather affecting the summer season’s onset, In The Style’s occasionwear has performed exceptionally well, driven by consumers seeking fashion for events like weddings and race days. Meanwhile, strategic investments in summer knits have also paid off, reflecting the company’s responsive approach to market trends and consumer needs.
Social media continues to play a key role in In The Style’s branding strategy, with platforms like TikTok and Instagram serving as vital channels for engagement and consumer interaction. The introduction of weekly TikTok Live sessions featuring influencers such as Charlotte Crosby exemplifies the company’s commitment to building a two-way relationship with its customers. This approach not only strengthens brand visibility but also fosters a sense of community among consumers.
In The Style’s collaboration with Tesco signifies a strategic move toward expanding its market reach and achieving financial stability.
