In The Style Group, a rapidly expanding digital womenswear fashion brand, has successfully tackled supply chain issues and high return rates through its innovative celebrity collaboration strategy. The company’s partnerships with well-known influencers such as Stacey Solomon, Dani Dyer, Jacqueline Jossa, and Billie Faiers have resulted in significant revenue growth across all channels during the first half of the year. Together, these collaborations boast an impressive social media reach of nearly 30 million followers.

Despite ongoing challenges in the supply chain and the reopening of physical retail stores, In The Style recorded remarkable growth in H1, surpassing expectations. Revenues rose by 38.8% year-on-year, reaching £29.8 million. Direct-to-consumer revenue experienced a 23.4% increase to reach £23 million, while wholesale revenue skyrocketed by 138.7% to £6.9 million, largely driven by a strategic partnership with the supermarket giant Asda.

However, the brand did encounter some obstacles along the way. EBITDA fell to £1.2 million, down from £2.5 million in the previous year, although it still showed improvement compared to the H1 2020 loss of £0.6 million. Pre-tax profit was halved to £0.9 million, but it remained ahead of the H1 2020 loss. In The Style attributed these declines to industry-wide supply chain disruptions and higher return rates, particularly in the group’s inclusive size ranges. To address these issues, the brand has invested more in product and garment technology and improved fitting processes.

Nonetheless, In The Style achieved positive operational results during this period. Website visits increased by 7.6%, and the conversion rate improved by 26 basis points to 3.07%. Average order value rose by 25.8%, and order frequency increased by 23.4%. E-commerce gross order value (before returns) surged by 48% year-on-year and by an impressive 185% compared to two years ago. The brand also acquired 243,000 new customers, marking a 3.8% growth compared to the previous year.

During this period, strategic changes were made to In The Style’s senior management team. Sam Perkins assumed the role of CEO, while founder Adam Frisby transitioned to Chief Brand Officer. These changes position the brand for long-term growth and help it achieve its ambitious goals.

Moving forward, In The Style maintains confidence in its growth plans and the brand’s potential, despite ongoing supply chain disruptions. The company performed well during the Black Friday and December trading period, and it expects this positive momentum to persist. With investments in operational improvements and senior management teams, In The Style is well-positioned to realize its long-term vision for the brand.

Useful Links:
In The Style Official Website
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