Return to social events helps to boost In The Style revenues

Adam Frisby

A return to social events during the summer has helped to push revenues at online fashion brand, In The Style.

In a trading update for the period between April to August, the Manchester retailer reported revenues for the period were up 45% year on year.

Sales were driven by an increasing profile and awareness of the brand though its influencer collaboration including the launch of nine new partnerships as well as increased customer demand reflecting the return of social events during the summer.

In The Style’s app also delivered strong levels of consumer engagement, the group said with app sales increasing to 62% of total e-commerce sales compared to 53% for the same period in the prior year.

The group’s new strategic wholesale partnerships, including the launch in 100 ASDA stores in May, supported “good levels of customer engagement” which has resulted in wholesale sales increasing by more than 200% year on year.

The retailer has also seen a shift in demand towards occasionwear, which typically carries a higher rate of returns than the leisurewear categories that dominated the sales mix during the prior year.

Adam Frisby, CEO and Founder of In The Style, said: “We are pleased with the strong sales momentum achieved during the financial year to date. This momentum has been supported by increasing consumer awareness of In The Style and our clear brand mission to empower customers to be brave, embrace body confidence and, most of all, love themselves for who they are.

“Central to our growth is our differentiated influencer collaboration model that creates strong customer connections, drives efficient customer acquisition, and gives us exposure to a broad range of customers.

“During the Period we continued to add exciting new influencer partnerships as well as launching a number of successful collections.”

He added: “We continue to invest in our team and infrastructure to support our long-term growth, and despite the widely-publicised external headwinds expected to continue to impact across the retail industry over the coming months, we remain very well positioned to continue to grow In The Style and achieve the brand’s exciting potential.”


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