In The Style, a popular womenswear brand, is venturing from online to physical retail by collaborating with Tesco, a leading UK supermarket chain. This expansion marks a significant milestone as it facilitates the brand’s accessibility to a broader customer base.
- As part of this partnership, In The Style will launch a 22-piece summer clothing collection available in 300 Tesco stores across the UK.
- The collaboration integrates In The Style’s designs with Tesco’s F&F brand, offering sizes ranging from UK6 to UK22.
- In The Style’s founder expressed pride in fulfilling a long-held ambition to widen the brand’s reach.
- This move comes after the brand’s acquisition by Baaj Capital and aligns with Tesco’s successful sales growth in its non-food division.
In The Style, an acclaimed womenswear e-tailer, is set to transition into physical retail with a planned launch in collaboration with Tesco this week. This strategic move marks the brand’s first major step into the physical retail sector, aiming to enhance its market presence by reaching a wider audience base through one of the UK’s largest supermarket chains. The official launch is scheduled for Thursday, June 20, where the brand’s collection will be accessible in 300 Tesco locations across the region.
The featured collection is a collaborative effort between In The Style and Tesco’s in-house clothing line, F&F. This 22-piece summer collection showcases versatile womenswear with inclusive sizing from UK6 to UK22, priced between £12.50 and £39.50. The collection aims to embody both style and accessibility, making it available both in physical stores and via the In The Style app starting at 8 am on the launch day.
Adam Frisby, the founder of In The Style, commented on the partnership’s significance, highlighting his excitement and pride in seeing the brand achieve greater accessibility through this major collaboration. Frisby noted, “I am so proud and excited to see In The Style partnering with F&F and launching in over 300 Tesco stores nationwide. Since starting the brand in 2013, it was always a dream of mine to make the brand accessible to everyone.”
Adding to the enthusiasm, F&F’s head of design, Ben Lee, emphasized the focus on quality and versatility in the collection. Lee stated, “We are really excited to launch an occasionwear edit in collaboration with In The Style this summer. Like the rest of the range, we have really focused on elevating our fabric and quality this season to ensure they have longevity and can be worn again and again. Separates have been a key trend for versatility and multiple ways to wear, so this collection is focused on that with some great styles that can be mixed and matched with others in this edit or anything else in our F&F range.”
This collaboration emerges after In The Style was acquired by Baaj Capital for £1.2 million in March 2023. The acquisition set the stage for In The Style to return to profitability by the end of March 2024, setting ambitious plans for further progress under its new ownership. Concurrently, Tesco’s sales report indicated a 3.4% increase in sales, driven partially by the non-food division, evidencing the strategic potential in the retail collaboration.
By joining forces with Tesco, In The Style is poised to elevate its presence in the retail market while aligning with Tesco’s growth momentum.
