“Since In The Style’s launch in 2013 we have strived to empower our customers to be brave, embrace body confidence and most of all, love themselves for who they are. Today we have more than 1.5 million customers and are one of the largest pure-play online fashion retailers in the UK. With this strong foundation, there are so many more growth opportunities to go for.
Taking steps to enable customers to love themselves will always be core to our business, but we’re also taking steps to love our planet by focusing on sustainability and constantly consider the effects fashion can have on the environment around us.”
Founder & CEO
Launched in 2013, In The Style is one of the largest pure-play online fashion businesses in the UK. 1.6m customers have shopped at ITS since inception.
In The Style was founded by entrepreneur Adam Frisby in 2013 after he identified a gap in the market for celebrity-designed womenswear. By tapping into the (then) new world of Instagram, Adam realised there was magic to be created with celebrities and social media. In 2014, In The Style launched its very first celebrity-designed clothing collection alongside reality TV star Lauren Pope. The collection quickly sold out and this innovative celebrity collaboration model soon established In The Style as a popular brand for fashion-lovers wanting celebrity-inspired style at affordable prices.
Over recent years, In The Style has created unique collections with social media influencers and TV personalities including Charlotte Crosby, Billie Faiers, Sarah Ashcroft and Lorna Luxe. Collectively, In The Style’s 15 social media influencer partners reach almost 30 million followers on Instagram across the world, giving In The Style extensive brand visibility for limited marketing spend.
In The Style works closely with its stable of social media influencers and celebrity partners to design, launch and promote collections that are then sold through the company’s e-commerce website and proprietary In the Style app. To complement In The Style’s successful direct-to-customer sales channels, in 2019 the company launched the first of its digital retail partnerships. The brand is now also sold through several popular online retailers including Lipsy, Shop Direct and ASOS.